Understanding and leveraging archetypal meaning in the stories you tell yourself and others, once an interesting ‘bonus’ is now a prerequisite in your life and business. Why?
The creation and management of meaningful, authentic stories about you and your business has become more and more important to have your story come across to your audience.
Ironically though, as critical as meaningful, authentic stories have become, few systems have been developed for understanding or managing stories – be they for people, companies, products, services or causes. Private or public. Why not? Partly because the need to manage stories was a relatively new phenomenon. In the age of self management and authenticity it has become the most precious and irreplaceable asset. What your story means to yourself and your audience will be as important as its function – if not more so – because it is meaning that tells us ‘this one feels right’ or ‘this one’s for me’. Meaningful stories speak to the feeling or intuitive side of people; it creates an emotional affinity, allowing the more rational arguments to be heard.
Telling, sharing, convincing with stories without a system for managing the meaning of stories is analogous to ancient navigators trying to find port in treacherous seas on a starless night. What they need is an enduring and reliable compass – a fixed place that illuminates both where they are and where they must go. For creative heroes and heroines the theory of archetypes can act as this compass.
I have written ‘The Power of your Story’ to communicate a great system – for the management of the stories you tell yourself – and then others. And like many sound ideas, it borrows from very ancient and eternal ones.
Imprints, hardwired into our psyches, influence the characters we love in the movies, in art, in literature, in the lives of people. Plato called these imprints ‘elemental forms’ and saw them as the idea structures that formed a template for material reality. Psychiatrist C.G. Jung called them ‘archetypes’.
What Can I Expect?
Here’s an outline of “Your Brand Story” itinerary.
PART I PRIMAL STORIES: A SYSTEM FOR THE MANAGEMENT OF MEANING
- The First System – Ever – for the Management of Meaning
- Your Story as an Asset
- Archetypes: The Heartbeat of Enduring Brands
- Postmodern Marketing
PART II THE YEARNING FOR PARADISE: DREAMER, TRAVELER, SAGE
- The Dreamer
- The Traveler
- The Sage
PART III LEAVING A THUMBPRINT ON THE WORLD: HERO, REBEL, MAGICIAN
- The Hero
- The Rebel
- The Magician
PART IV NO MAN IS AN ISLAND: REGULAR GUY, LOVER, JESTER
- The Regular Guy
- The Lover
- The Jester
PART IV FINDING YOUR HERO’S JOURNEY: POSITIONING AN ARCHETYPAL BRAND
- Uncovering the Archetypal Meaning of Your Brand
- Telling Your Brand Story
- An Example
PART V DEEPER WATERS
- What is Your Story? Capturing Story Essence
- The New Corporate Story: Branding and Organizational Congruence
- Leaving a Legacy: The Ethics of Archetypal Marketing
Your Travel Guide
Story teller Peter de Kuster is the founder of The Heroine’s Journey en The Hero’s Journey and an accomplished speaker worldwide. His books and stories about the Hero’s Journey – making money doing what you love – have reached millions of creative professionals worldwide in the last decennium.