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Storytelling Certified | Masters
Introduction to Storytelling [15 mins]
Pre-course survey
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Your course pack
Storytelling Certified intro (3:23)
Meet your instructor (1:47)
Case study - Duracell and Energizer (2:30)
Why Product Marketing? (2:27)
Storytelling Certified (2:19)
Time to reflect 💡
Resource library
Structure to the Story [35 mins]
Structure introduction (0:42)
Patterns in storytelling (0:48)
The Hero's journey (1:41)
The Hero's journey Tedtalk video (4:33)
Storytelling frameworks (1:01)
The story wheel (4:32)
Seven basic plots (4:41)
Case Study - user experience - Babbel (6:27)
Order-Chaos-Order (2:54)
Case Study - B2B sales enablement (1:41)
Structure summary (3:05)
Exam
Time to reflect 💡
Delivery of the Story [40 mins]
Delivery introduction (5:19)
Speaking and listening (0:57)
Who is listening to the story (2:53)
Listening case study - Oatly (2:46)
Who is telling the story (3:05)
Brand archetypes - activity (3:58)
Brand archetypes cont (3:43)
Storyteller case study - ASICS (6:27)
Delivery B2B case study (2:26)
Delivery summary (1:57)
Exam
Time to reflect 💡
Purpose behind the Story [40 mins]
Meaning introduction (6:56)
Purpose - Golden Circle (4:18)
Meaning - Patagonia case study (2:09)
Authenticity - Ikigai (3:51)
Value - BMC (5:10)
Product principles (6:26)
Meaning - case study - Zoom (3:30)
Meaning summary (2:58)
Exam
Time to reflect 💡
Summary and the story engine [15 mins]
Storytelling summary (0:23)
Engineer your story (4:55)
Final conclusion (1:56)
Other resources (1:54)
Exam
Time to reflect 💡
Wrap up
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Value - BMC
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