Why stories matter — and how to own your “hero’s journey”
The future belongs to those who tell the best stories.
And behind every compelling story lies a universal pattern. It’s called the hero’s journey.
The term comes from U.S. mythologist Joseph Campbell, who published The Hero with a Thousand Faces in 1949.
In this now-iconic book, Campbell suggests that every human narrative is a variation of one story that crosses time, culture, geography, age and gender.
Once you see the hero’s journey, you can’t unsee it. You’ll spot it in everything from Star Wars to Game of Thrones to Jane Eyre, The Wizard of Oz — and even in the rise and fall of Silicon Valley startups.
In pop culture, the pattern often focuses on individuals, but building a business is also a hero’s journey. And when you understand this archetypal story, you’ll be better equipped to navigate your own path to success.
As I mentioned last week, people don’t desire products. They long for the feelings that products give them. And stories are a powerful way to evoke those feelings.
This is especially crucial in today’s cluttered marketplace, where anyone can copy your product features. What they can’t copy are your stories. And stories over time equals your brand.
