Feb 15, 2022
Continuing from our last episode, today’s episode of Aligned is
the second half of Sean’s 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. (And be sure to check out
the previous episode for the entire conversation.)
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
- Taylor loves Jaws because of the movie and his experience 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.
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
drives your organization.
- 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, filmmakers and storytellers must
operate at the highest level possible.
- 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 or capacity to
reach, touch, and affect other human beings.
- More than ever, people 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