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StoryScaping(tm) Short Version

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Gaston Legorburu
Gaston Legorburu

This document discusses storytelling versus storyscaping. It argues that storyscaping is more immersive than traditional storytelling by creating an experience space, organizing ideas rather than big ideas, developing storyscapes instead of just storylines, applying systems thinking, and using commas instead of periods. Storyscaping engages consumers in an interactive environment rather than just passively sharing a story.

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STORYTELLING vs. STORYSCAPING GASTON LEGORBURU
Storytelling:" Sharing of events with words,
 images sounds,and/or experiences
 Sometimes with improvisation
 or embellishment.!
THE SAME story
STORIES are STRUCTURED. There are a few crucial elements of a story. Plot, Characters and Narrative Point of View.
PATTERNS help us MAKE CONNECTIONS.
Seven basic PLOTS Comedy TRAGEDY OVERCOMING THE MONSTER The Voyage & Return The Quest Rags to Riches! Rebirth
Ten emotional DESIRES 1.  T h e d e s i r e t o b e T A K E N S E R I O U S L Y 2.  T h e d e s i r e f o r “ M Y P L A C E ” 3.  T h e d e s i r e f o r S O M E T H I N G T O B E L I E V E I N 4.  T h e d e s i r e t o C O N N E C T 5.  T h e d e s i r e t o B E U S E F U L 6.  T h e d e s i r e t o B E L O N G 7.  T h e d e s i r e f o r M O R E 8.  T h e d e s i r e f o r C O N T R O L 9.  T h e d e s i r e f o r S O M E T H I N G T O H A P P E N 10.  T h e d e s i r e t o F I N D L O V E
STORIES are HARDWIRED into the human brain.
As advertisers WE LEVERAGE STORIES to drive behavior
SOMETIMES we ride ON THE BACK of others.
TOP 10 YOUTUBE videos of 2011 10. Cat mom hugs baby kitten 9. Maria Aragon "Born This Way" cover 8. THE FORCE VOLKSWAGEN COMMERCIAL 7. The Creep (featuring Nicki Minaj & John Waters) 6. Look At Me Now Cover by KarminMusic 5. Nyan Cat 4. Talking twins 3. Jack Sparrow (featuring Michael Bolton) 2. Ultimate Dog Tease 1. Friday by Rebecca Black
OTHER TIMES WE ARE THE CREATORS
It’s all STILL VERY RELEVANT but…
 O }-­‐<Q<=10018MTWThF   02.28.08   7 :55pm   | *   * |   Q <=   O}-­‐<   ½ ?...1/256?     O mg!   < 3   TELLING A STORY IN THE LANGUAGE OF lol!{u}(       ) 3=<“>=H 2 07xNaCl   THE AUDIENCE CAN CREATE A BOND. yllambywlaw   Q <=   “ ?”   O }-­‐<   OR THE LANGUAGE CAN BE PART OF THE STORY. ..-­‐.etc     j v*o/*   # *@%!   “ -­‐-­‐-­‐   -­‐ -­‐-­‐”   Rives, Ted talks 2008 aabb   O }-­‐<   : (|)   x Xx   } )i({   SW     . +   5 th /42 nd         o         N o.2   -­‐    } ?  
AND TODAY, we can take ENGAGEMENT through INTERACTION
Game design PRINCIPLES 1.  E a s y t o l e a r n , l i f e t i m e t o m a s t e r 2.  S i m p l e , o b v i o u s c o n t r o l s 3.  A l l o w d i s c o v e r y t h r o u g h s i m p l e e x p l o r a t i o n 4.  C l e a r , i m m e d i a t e a n d m e a n i n g f u l f e e d b a c k 5.  O f f e r s h o r t t e r m & l o n g t e r m g o a l s 6.  V a r y t h e c h a l l e n g e s s o p l a y d o e s n o t b e c o m e r o u t i n e 7.  O f f e r m o r e t h a n a h i g h s c o r e a s a r e w a r d , m a k e g a m e p l a y intrinsically rewarding & social
4 players STYLES ACHIEVERS EXPLORERS SOCIALIZERS PLAYER KILLERS
Five experience DIMENSIONS 1.  ACCESS: the ability to reach other persons, activities, resources, services, information, or places 2.  C O N T R O L : t h e d e g r e e t o w h i c h u s e o f t h i n g s , a c t i v i t i e s , and spaces is controlled by their users 3.  F I T : t h e m a t c h b e t w e e n a p e r s o n a n d t h e i r s u r r o u n d i n g d e s i g n e d to support the activities that they will customarily engage in 4.  V I T A L I T Y : t h e t a p p i n g o f h u m a n p o w e r s : f u n c t i o n s & e m o t i o n s 5.  S E N S E : t h e a b i l i t y t o k n o w i d e n t i t y a n d p l a c e , where or when one is
I have a few new DIMENSIONS for you to consider
Five New Bits STORYSCAPING 1) The experience space 2) Find yourself an “organizing idea” Not just a big idea 3) Develop a Storyscape, not just a storyline 4) Apply structure “Systems thinking” 5) Never use a period
N o . 1   UNDERSTAND THE EXPERIENCE SPACE
ften to o o g is isin dv ert in a STORY YELLING
( YOU LEARN THAN MUCH MORE FROM FROM E X P E R I E N C E S   A S T O R Y   )
StoryScaping(tm) Short Version
IT’S NOT JUST THIS STUFF
StoryScaping(tm) Short Version
StoryScaping(tm) Short Version
StoryScaping(tm) Short Version
Experience SPACE Ideas Consumers Interaction Transaction Brands Platforms
N o . 2   FIND YOURSELF AN ORGANIZING IDEA
THE EXPERIENCE IS COMPLEX, KEEP YOUR STORY SIMPLE.
Experience SPACE Consumer ORGANIZING IDEA Company
Experience SPACE ORGANIZING IDEA
N o . 3   STORYSCAPES
NOT just LINEAR
CREATE an IMMERSIVE environment
BOOKS MOVIES GAMES THEME PARK
StoryScaping(tm) Short Version
DIFFERENT LEVELS OF IMMERSION
Experience SPACE ORGANIZING IDEA +CONNECTIONS PLAN
N o . 4   APPLY SYSTEMS THINKING
StoryScaping(tm) Short Version
THE COMMON INTERFACE OF LEGO
apply a little GAMEIFICATION
OR a TON
Experience SPACE ORGANIZING IDEA +CONNECTIONS PLAN
RY THE STO TURE C ARCHITE RY THE STO E CTUR ARCHITE
N o . 5   NEVER USE A PERIOD. ALWAYS USE A COMMA.
One final THOUGHT,
Five New Bits REMEMBER Be conscious of experience space Push your teams for an “organizing idea” not just a “big idea” Engage consumers in your Storyscape not just a Storyline Apply systems thinking Never ever use a period,
THANK YOU, Want these slides? @gastonleg or Gaston@Sapient.com sapientnitro.com

More Related Content

StoryScaping(tm) Short Version

  • 1. STORYTELLING vs. STORYSCAPING GASTON LEGORBURU
  • 2. Storytelling:" Sharing of events with words,
 images sounds,and/or experiences
 Sometimes with improvisation
 or embellishment.!
  • 4. STORIES are STRUCTURED. There are a few crucial elements of a story. Plot, Characters and Narrative Point of View.
  • 5. PATTERNS help us MAKE CONNECTIONS.
  • 6. Seven basic PLOTS Comedy TRAGEDY OVERCOMING THE MONSTER The Voyage & Return The Quest Rags to Riches! Rebirth
  • 7. Ten emotional DESIRES 1.  T h e d e s i r e t o b e T A K E N S E R I O U S L Y 2.  T h e d e s i r e f o r “ M Y P L A C E ” 3.  T h e d e s i r e f o r S O M E T H I N G T O B E L I E V E I N 4.  T h e d e s i r e t o C O N N E C T 5.  T h e d e s i r e t o B E U S E F U L 6.  T h e d e s i r e t o B E L O N G 7.  T h e d e s i r e f o r M O R E 8.  T h e d e s i r e f o r C O N T R O L 9.  T h e d e s i r e f o r S O M E T H I N G T O H A P P E N 10.  T h e d e s i r e t o F I N D L O V E
  • 8. STORIES are HARDWIRED into the human brain.
  • 9. As advertisers WE LEVERAGE STORIES to drive behavior
  • 10. SOMETIMES we ride ON THE BACK of others.
  • 11. TOP 10 YOUTUBE videos of 2011 10. Cat mom hugs baby kitten 9. Maria Aragon "Born This Way" cover 8. THE FORCE VOLKSWAGEN COMMERCIAL 7. The Creep (featuring Nicki Minaj & John Waters) 6. Look At Me Now Cover by KarminMusic 5. Nyan Cat 4. Talking twins 3. Jack Sparrow (featuring Michael Bolton) 2. Ultimate Dog Tease 1. Friday by Rebecca Black
  • 12. OTHER TIMES WE ARE THE CREATORS
  • 13. It’s all STILL VERY RELEVANT but…
  • 14.  O }-­‐<Q<=10018MTWThF   02.28.08   7 :55pm   | *   * |   Q <=   O}-­‐<   ½ ?...1/256?     O mg!   < 3   TELLING A STORY IN THE LANGUAGE OF lol!{u}(       ) 3=<“>=H 2 07xNaCl   THE AUDIENCE CAN CREATE A BOND. yllambywlaw   Q <=   “ ?”   O }-­‐<   OR THE LANGUAGE CAN BE PART OF THE STORY. ..-­‐.etc     j v*o/*   # *@%!   “ -­‐-­‐-­‐   -­‐ -­‐-­‐”   Rives, Ted talks 2008 aabb   O }-­‐<   : (|)   x Xx   } )i({   SW     . +   5 th /42 nd         o         N o.2   -­‐    } ?  
  • 15. AND TODAY, we can take ENGAGEMENT through INTERACTION
  • 16. Game design PRINCIPLES 1.  E a s y t o l e a r n , l i f e t i m e t o m a s t e r 2.  S i m p l e , o b v i o u s c o n t r o l s 3.  A l l o w d i s c o v e r y t h r o u g h s i m p l e e x p l o r a t i o n 4.  C l e a r , i m m e d i a t e a n d m e a n i n g f u l f e e d b a c k 5.  O f f e r s h o r t t e r m & l o n g t e r m g o a l s 6.  V a r y t h e c h a l l e n g e s s o p l a y d o e s n o t b e c o m e r o u t i n e 7.  O f f e r m o r e t h a n a h i g h s c o r e a s a r e w a r d , m a k e g a m e p l a y intrinsically rewarding & social
  • 18. Five experience DIMENSIONS 1.  ACCESS: the ability to reach other persons, activities, resources, services, information, or places 2.  C O N T R O L : t h e d e g r e e t o w h i c h u s e o f t h i n g s , a c t i v i t i e s , and spaces is controlled by their users 3.  F I T : t h e m a t c h b e t w e e n a p e r s o n a n d t h e i r s u r r o u n d i n g d e s i g n e d to support the activities that they will customarily engage in 4.  V I T A L I T Y : t h e t a p p i n g o f h u m a n p o w e r s : f u n c t i o n s & e m o t i o n s 5.  S E N S E : t h e a b i l i t y t o k n o w i d e n t i t y a n d p l a c e , where or when one is
  • 19. I have a few new DIMENSIONS for you to consider
  • 20. Five New Bits STORYSCAPING 1) The experience space 2) Find yourself an “organizing idea” Not just a big idea 3) Develop a Storyscape, not just a storyline 4) Apply structure “Systems thinking” 5) Never use a period
  • 21. N o . 1   UNDERSTAND THE EXPERIENCE SPACE
  • 22. ften to o o g is isin dv ert in a STORY YELLING
  • 23. ( YOU LEARN THAN MUCH MORE FROM FROM E X P E R I E N C E S   A S T O R Y   )
  • 25. IT’S NOT JUST THIS STUFF
  • 29. Experience SPACE Ideas Consumers Interaction Transaction Brands Platforms
  • 30. N o . 2   FIND YOURSELF AN ORGANIZING IDEA
  • 31. THE EXPERIENCE IS COMPLEX, KEEP YOUR STORY SIMPLE.
  • 32. Experience SPACE Consumer ORGANIZING IDEA Company
  • 33. Experience SPACE ORGANIZING IDEA
  • 34. N o . 3   STORYSCAPES
  • 36. CREATE an IMMERSIVE environment
  • 37. BOOKS MOVIES GAMES THEME PARK
  • 39. DIFFERENT LEVELS OF IMMERSION
  • 40. Experience SPACE ORGANIZING IDEA +CONNECTIONS PLAN
  • 41. N o . 4   APPLY SYSTEMS THINKING
  • 46. Experience SPACE ORGANIZING IDEA +CONNECTIONS PLAN
  • 47. RY THE STO TURE C ARCHITE RY THE STO E CTUR ARCHITE
  • 48. N o . 5   NEVER USE A PERIOD. ALWAYS USE A COMMA.
  • 50. Five New Bits REMEMBER Be conscious of experience space Push your teams for an “organizing idea” not just a “big idea” Engage consumers in your Storyscape not just a Storyline Apply systems thinking Never ever use a period,
  • 51. THANK YOU, Want these slides? @gastonleg or Gaston@Sapient.com sapientnitro.com