The Story Master Speaks
Robert McKee is the master of Hollywood storytelling, and you may recognize his name. For the first time, we are excited to welcome a previous Business of Story Podcast guest in for another round.
Robert is a story mentor, the creator and leader of his famous STORY and Storynomics seminars, and a world-respected lecturer and teacher on story and the engines behind both business and narrative storytelling.
He brings his expertise once again to the Business of Story Podcast to illuminate a trend he has noticed: the key difference between screenwriters and business leaders—their implementation of logic and rhetoric.
Business leaders are not unwilling or incapable of adapting to story structures, it’s just that we have all been taught inductive rather than causal logic, and when delivering a proposal or presentation, this leads to an overwhelming amount of jargon and indigestible data.
As Robert points out, “Rhetoric is not the way the mind works.” By identifying the type of story you wish to tell, you can fit your form of logic to it.
In This Episode
- The three fundamental techniques of persuasion: emotional persuasion, rational persuasion, and the combination of emotional/rational persuasion, story
- The difference between implicit and explicit story
- The intersection of meaning, truth, and moral
- “Negaphobia,” or the fear of all things negative
- Changing your thinking from inductive to causal
- How to win a free story consultation with Park Howell
Quotes From This Episode
“It’s risky. It takes courage. It really does take courage to tell a story because when you’re doing a PowerPoint presentation, people are silent and thinking their own thoughts and you get a little applause. But when you’re telling a story, you’re really sticking your neck out.” —@McKeeStory
“There’s meaning. Truth is too big a word. Moral is too trivial. Story must make meaningful emotional sense.” —@McKeeStory
“The mind learned how to take the chaos and build order, how to take the meaninglessness of being alive and give it a meaning, it began to create ideas of life after death as the mind built religions and fortified those with stories. So storytelling is the way in which the mind works.” —@McKeeStory
“Life is movement, negative to positive back to negative to positive, life is dynamic. It’s not static. It’s story.” —@McKeeStory
“Aversion to the negative, aversion to friction or risk is built into your brains in business school, never to expose to the public that there are any problems, any conflicts, anything negative within the company. But the product is the solution to a problem, right? So why are we not announcing the problem?” —@McKeeStory
- “Dialogue: The Art of Verbal Action for Page, Stage and Screen,” by Robert McKee, coming out July 2016
- “Story: Substance, Structure, Style and the Principles of Screenwriting,” by Robert McKee
- Robert’s Storynomics Seminars
- Red Bull Gives You Wings campaign
- Mr. Clean campaign
- Nike Just Do It campaign
- Siemens Answers campaign
- Starbucks campaign
- Women in Film