Course curriculum

  • 1

    Chapter #1: The And, But & Therefore

    • Curling Your ABT Storytelling Dumbbell

    • Writing and ABT For Your Brand Story

    • How much stronger do you feel at crafting ABTs?

    • Discussion Group & Resources
  • 2

    Chapter 2: The 5 Primal Elements to Story

    • The Five Primal Elements to Story

    • Who is Your Brand You For?

    • Your wish, want and will

    • Discussion Group and Resources
  • 3

    Chapter #3: Collecting Stories

    • Spotting Stories With Your "Oooh" Exercise

    • Capturing Stories in the Wild

    • How much stronger are you at crafting anecdotes?

    • Discussion Group and Resources
  • 4

    Chapter #4: Mapping Your Narratives with the Story Cycle System™

    • Using the Story Cycle System™ to Define Your Brand Story

    • Using the Story Cycle System™ to Outline Your Communications Project or Presentation

    • Once Upon a What?

    • Discussion Group and Resources
  • 5

    Chapter 5: Mapping Your Story

    • Bringing it All Together

    • Mapping Your Customer's Journey

    • Discussion Group and Resources
  • 6

    Chapter 6: Building Your 30-Story Brand

    • Assembling Your Story Library

    • Declaring Your Brand Purpose

    • Discussion Group and Resources