Course Content

Total learning: 27 lessons / 4 quizzes Time: 6 weeks

Storytelling and Why Stories Matter


Developing your story is an important first step when developing your idea. It tells the audience what lead you to your why. It evokes passion, creates context and can instill a sense of purpose. An early form of communication, stories continue to fascinate and engage us.

Think about the products and brands you use. Do any of the companies tell a story? Do you buy products because of a story?

Stories help consumers better understand your product and service and relate to your company. This buy-in increases user engagement and humanizes the experience in a time where automation and technology are quickly replacing human interaction.

When you looked at WHY you have chosen a particular or product in the previous lesson, what is your story to go with your why? What happened that lead you to a desire to solve a problem or pain point? What was your motivation?

Stories sell. Emotions are a very powerful influencer on our buying habits. When a business can tell a story to evoke an emotion – joy, fear, community and so on, they are able to really engage their audience.

Brain on Drugs

Memorable storytelling campaigns

Apple versus PC

Remember those Apple Ads featuring the “MAC” and the “PC”? What feelings did those commercials evoke? The PC guy was always dressed in formal attire – nerdy but uncool. The MAC guy -well you could relate to him. His casual attire and attitude evoked a sense of commonality. These ads were simple. White background. No mention of product or comparison of features. Just an obvious suggestion that Mac is cooler, better and more in touch than the outdated and uptight PC.

Think Different

Apple is great at storytelling. Take a moment to watch the video above.

How did this video make you feel?

This video is designed to evoke strong emotion; to encourage dreamers. If you relate to any of the people in the video, you may feel driven towards the Apple brand.