Sep 7, 2021
Continuing from our last episode, today’s episode of Aligned
features another conversation with Taylor on storytelling. Check
out the episode to learn how you, as a business executive or
marketer, can implement storytelling best
practices into your business.
What’s one thing people miss when trying to tell
- In a marketing context, it’s a lack of identifying who“the
hero” of your story is and the stakes that drive the story
- People in marketing are scared to show the negative. But that
can remove the impact of a story.
- Great stories always end with some form of transformation. The
catalyst of the change is what your story is about.
Taylor’s top pick for storytelling
- Jaws. Taylor loves not just the movie, but the experience he
associates with the film itself. As a child, he found Jaws
terrifying but intriguing. And now, as an adult, he remembers the
fear the movie once instilled in him.
- The movie’s filming was riddled with problems, so the ingenuity
that arose from desperation made some of the most iconic cinematic
scenes of all time.
- In Jaws, the external problem is the huge shark killing people
(that’s pretty obvious.)
- But the internal problem is Matt Hooper. He’s new to town, his
family doesn’t want to be there, and he tries to find his place in
- The story of Jaws is about Hooper finding his place while also
dealing with the external problem.
Storytelling is very powerful for faith-based
- Taylor uses his creative talents to work on projects he’s
passionate about. As a Christian, he enjoys working on
projects close to his heart
- Storytelling isn’t something that we use; it’s something God
gave to us. God designed the craft of storytelling to bring glory
and honor to himself while advancing the gospel.
- God didn’t just create the concrete world. He created how we
understand the world.
- Storytelling is the only non-biological thing all humans share.
Across all of history, the one thing we share is the ability to
understand and tell stories.
The Bible is the greatest story ever told.
- The four secret ingredients to storytelling are transformation,
vulnerability, details, and stakes. The Bible excels in integrating
all of these elements.
- Details: The story of Christ is incredibly long and
- Vulnerability: God humbled himself and took on the form of a
human and offered himself up for sacrifice for our sins, which is
very vulnerable. Humans are sinners in need of a Savior; we’re in a
vulnerable place because there’s nothing we could do to redeem
- Stakes: The stakes are the eternal life of civilization (it
really can’t get more significant than that.)
- We think about the Bible regarding its theological
implications, but it’s also the archetype of perfect
Telling a biblical story:
- People will take passages from the Bible out of context to
justify and rationalize any belief or decision.
- It’s essential as storytellers and filmmakers to realize, as
we're conveying scripture to people, that claiming scripture as
true is powerful.
- Don’t take things at face value; take God's truth that he has
made clear throughout the Bible.
Dealing with constrained budgets of nonprofits, churches
- What Taylor’s grandmother says is true: you get what you pay
for. But you have to be careful what you pay for.
- Hire the right people who understand who you are and what your
organization is about.
- Some businesses just can’t afford professional filmmakers.
Taylor dislikes when organizations request professional services
with the caveat of, “we're a ministry you should do things
There’s value in storytelling to achieve a purpose. But
there is also value in storytelling purely for the
- Taylor recommends the book Angels in the Architecture.
- From an aesthetic standpoint, it is crucial for me as a
filmmaker and storyteller to operate at the highest level
- The act of storytelling in marketing is about helping
communicate to somebody why they should choose to assign their
limited resources to you and your product or service.
- The foundation of why you should pay more for an aesthetic:
beautiful things are effective things.
Beautiful things are effective things.
- Nothing else in marketing has the complexity nor the capacity
to reach, touch, and affect other human beings.
- People now more than ever can tell when something looks cheap
or isn’t very good. So why would you ever create something that
wasn't going to be as good as you could afford it to be.
- In post-production, the beauty of powerful storytelling is
removing the extraneous components to create the greatest impact
with the least material possible.
- It's a great way to a better piece, and it's better
- Aligned is a
podcast for executives of emerging middle-market companies and
executives pursuing growth and looking for new levers to
- Order Sean’s book
- To connect with Sean Doyle, find him on LinkedIn, or learn
more about FitzMartin on the company web page.
- You can find Taylor Robinson’s production company at sixfootfive.com and his
storytelling organization at arcstories.com.
Save the Cat by Blake Snyder details the steps to a great
story, especially on the screen.
Taylor created FlyKid to advance the gospel of Jesus Christ
through storytelling. Check out the website Flykid.tv to see Taylor’s
methods and organization to help teach the craft of