According to Christopher Booker, there are only seven basic stories in the world. You can use them as a hook for your own dynamic and authentic narrative before, during and, importantly, after winning customers.
| The classic story |
Examples |
Your story |
| Overcoming the Monster: defeating a threatening force |
Star Wars, James Bond. |
What is the monster you are overcoming? |
| The Quest: in search of a goal and achieving it |
Watership Down, Pilgrim’s Progress |
Where is the better place we can take people? |
| Journey and Return: hero goes on a journey, returns changed by the experience |
Wizard of Oz, Gulliver’s Travels |
What is the journey you need to go on and how will you be changed? |
| Rebirth: hero is captured or oppressed but is able to start again |
The Ugly Duckling |
How we can seek transformation from within |
| Rags to Riches: overcoming obstacles to make good |
Cinderella |
How intervention can transform circumstances |
| Comedy: a misunderstanding is resolved at the end |
Bridget Jones Diary, A Comedy of Errors |
How can humour be used to tell your story? |
| Tragedy: temptation caused by vanity or greed, becoming more desperate, (can have happy ending) |
Hamlet, West Side Story |
Can your story help overcome difficult circumstances? |
