PDF Summary:The Best Story Wins, by Matthew Luhn

Everyone loves a great story, and The Best Story Wins shows how crafting compelling narratives can resonate with any audience. In the first section, Matthew Luhn explains how to immediately grab attention and create succinct story pitches that pique interest about the protagonist's journey.

The book then explores how storytelling principles—from developing relatable characters to structuring plotlines with rising action and resolution—can forge emotional connections and inspire transformation in both individual lives and organizational cultures. Luhn draws from examples in literature, film, and business to demonstrate the universal power of creative storytelling.

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Practical Tips

• You can deepen your understanding of your audience by creating a "persona scrapbook" for different audience segments. Start by identifying the key characteristics of your target audience, such as demographics, interests, and challenges. Then, gather images, quotes, and stories that reflect these traits and compile them into a scrapbook. This visual and narrative collection will help you empathize with your audience and tailor your stories to their worldviews and experiences.
• Enhance the emotional impact of your stories by practicing "empathy mapping" during your brainstorming sessions. Draw a large circle on a piece of paper, representing your audience, and divide it into sections labeled 'Thinking,' 'Feeling,' 'Seeing,' and 'Doing.' As you develop your story, fill in each section with notes on how you want your audience to react in each of these areas. This exercise ensures that your story touches on the emotional and cognitive aspects that resonate with your audience.
• Build trust through storytelling by starting a "vulnerability journal" where you record personal experiences that showcase your own challenges and growth. Regularly jot down moments where you felt vulnerable, how you overcame obstacles, or lessons you learned. Refer to this journal when crafting your stories to find authentic examples that demonstrate vulnerability and sincerity, making your narratives more relatable and trustworthy.

Crafting narratives that are structured with a distinct initiation, progression, and conclusion to attain the intended effect.

Luhn underscores the significance of a story's structure to captivate the audience fully with the narrative. He emphasizes the necessity of a narrative with a distinct initiation, progression, and conclusion, irrespective of its duration. He underscores that this cadence reflects the natural oscillations of existence and our surrounding environment.

Initially, it is essential to portray the main character's usual surroundings, their passions, and their flaws.

Luhn explores the complexities of crafting a story, outlining the six crucial interlinked stages: the initial situation, the event that triggers the plot, the mounting obstacles, the pivotal moment, the climax, and the resolution. The narrative begins by introducing us to the main character's usual surroundings, highlighting their ambitions, motivations, and flaws. Luhn underscores the importance of showcasing the main character's profound passions, referencing the dedication of a certain adventurous archaeologist to the pursuit of historical relics, alongside WALL-E's journey to discover companionship and affection. He emphasizes the significance of integrating flaws to create characters that resonate deeply with audiences. Luhn emphasizes the importance of embracing our personal imperfections, which add depth and vibrancy to narratives, and suggests that writers should incorporate these traits within their characters.

A disturbance shatters the protagonist's usual way of life, driving the story onward.

Matthew Luhn illustrates that an essential event disrupts the protagonist's everyday existence, propelling them onto their journey following the story's early establishment. The story is propelled forward by an event that either unexpectedly satisfies the protagonist's most profound wish or completely deprives them of it. He had Mr. Incredible's enthusiasm wanes as he relinquishes his superhero duties in "The Incredibles." This carefully orchestrated upheaval aims to stir empathy among the audience, setting the stage for the protagonist's development and the pivotal clash propelling the story forward.

Escalating the main character's path by presenting a series of progressively more difficult obstacles and setbacks.

Throughout the narrative, the protagonist encounters progressively challenging hurdles that compel them to adapt to new situations and tackle their core problem. The challenges they encounter necessitate their development and progression, showcasing their tenacity and capacity for adaptation. He emphasizes the significance of gradually escalating obstacles as the story progresses. When challenges are overcome too effortlessly, the involvement of the spectators generally wanes. Matthew Luhn recommends initiating dialogues or first interactions by addressing minor, more controllable matters and then gradually revealing the more significant challenges faced by the company.

The central character faces a crucial decision that accelerates their growth and evolution.

Matthew Luhn characterizes the Crisis stage as a pivotal moment when the main character must make an important decision that mirrors the understanding they have acquired from their journey. They reach a pivotal moment where they must choose to embrace the change and utilize their newfound understanding or continue with their former actions. He underscores his argument by citing iconic films like "Star Wars," where expressions like "Harness the mystical energy" epitomize the fundamental tenet that steers the protagonist's choices. Luhn emphasizes that the critical decision taken in a moment of adversity determines whether the protagonist undergoes a beneficial transformation by embracing change or gains insight that acts as a cautionary tale if they continue with their old ways.

Concluding the story with a climactic moment filled with suspense and a satisfying resolution that meets the audience's anticipations.

The book outlines the narrative's culmination and subsequent denouement as the final two phases. At the narrative's climax, the central character confronts the most formidable challenge or adversary, now armed with fresh understanding and strengthened by companions. Luhn underscores the significance of showcasing the main character's victory, a result of their individual development and unwavering determination. He underscores the importance of the protagonist's choices and victories being convincingly grounded in their own volition, culminating in the pivotal decision they take. The story's ending, akin to the last part of an exhilarating ride at a theme park, settles all lingering doubts and provides a sense of satisfaction. The storylines of characters other than the protagonist should intertwine in a way that reflects the main themes, offering a satisfying conclusion to the audience. He contends that this six-stage framework, while often seen in cinema, possesses a versatility that allows it to be adapted to a wide array of narrative forms, including public speeches and individual stories.

Other Perspectives

• While a structured narrative can be effective, some stories benefit from a more organic or non-linear approach that can also captivate audiences through unpredictability and innovation.
• Introducing a character's surroundings, passions, and flaws is a common technique, but some narratives may intentionally obscure these elements to create mystery or to subvert expectations.
• Not all stories require a disturbance to propel the narrative; some explore the protagonist's internal journey without a significant external event.
• A series of escalating obstacles can be a narrative device to show character growth, but some stories may focus on a single, profound challenge or explore a character's decline rather than progression.
• The idea that a central character must face a crucial decision can be too formulaic, and some narratives deliberately avoid clear-cut pivotal moments to reflect the complexity and ambiguity of real life.
• A climactic moment and satisfying resolution are traditional narrative elements, but some stories aim to challenge the audience by leaving things unresolved or by presenting an anti-climax.

Employing the protagonist to drive the story forward and captivate the audience.

Luhn delves into the importance of crafting a protagonist that holds the audience's attention in your story. Storytelling, a tradition deeply rooted in his family, often includes unique main characters whose individual journeys reflect the aspirations and adventures we encounter in our lives.

Designing a protagonist with relatable flaws establishes a bond that allows the audience to empathize.

Luhn describes characters as having an innate ability to elicit our empathy. Matthew Luhn illustrates through "The Truman Show" that we often view ourselves as the central characters in the stories of our lives. He emphasizes that the term protagonist, derived from Greek, traditionally signifies the "primary combatant" or an individual enduring struggle, rather than a quintessential hero. Their challenges and worries make them relatable, because it is through their flaws that people find common ground. Incorporating elements from our surroundings and individual life stories enhances our tales, creating a deep bond with our listeners.

Delving into the background and critical events in the protagonist's life quickly creates a connection and elicits empathy from the audience.

Matthew Luhn provides a variety of strategies to enhance the audience's connection with the main character. A technique includes depicting the early life of your main character, highlighting aspects of their childhood that elicit empathy because such experiences are commonly shared and understood. In "The Phantom Menace," the audience meets a youthful Anakin Skywalker, characterized by his knack for technological innovation and his benevolent disposition. He then elaborates on the power of the "orphan" narrative technique, showing how stories like that of a young deer in the woods, the adventures of a child with a giant fruit, the journey of a young wizard, and a tale set in a virtual world, employ this framework to instantly create a connection with the audience.

The protagonist is depicted as a person brimming with resolve, optimism, and steadfast moral values, inspiring others to initiate change.

The author emphasizes that extraordinary people often exhibit strong determination, an optimistic attitude, and a steadfast commitment to their fundamental principles. Their behavior and genuine concern for the improvement of others act as their muse. Politicians, such as Bill Clinton with his saxophone performances and Barack Obama with his participation in basketball games, frequently emphasize their ability to connect with the public. These shared human experiences contribute to leaders appearing more relatable and genuine. Matthew Luhn emphasizes the technique of swiftly making a character beloved to the audience by showcasing their goodwill through a small but compassionate act, like when Mr. Incredible saves a cat from being stuck in a tree in the animated film "The Incredibles." Businesses can also adopt this strategy by participating in socially responsible behaviors and demonstrating compassion.

Allowing the protagonist to fail and struggle, as this makes their ultimate triumph and transformation more impactful

Luhn argues that a flawless protagonist does not engage the audience effectively. He emphasizes our fascination with heroes due to their ability to overcome challenges, citing the iconic Indiana Jones from "Raiders of the Lost Ark" as a case in point. Indy remains an endearing character, enduring setbacks and losses, due to his unwavering persistence. Luhn emphasizes the significance of showing vulnerability, pointing out that when a prominent figure in technology openly discusses their early challenges involving the NeXT and Lisa computers, it helps to render these individuals more relatable and highlights the importance of persistence and determination. He emphasizes that both leaders and those who are admired for their bravery earn trust and respect by recognizing their challenges and learning from their errors.

Practical Tips

• You can create a character diary to explore your protagonist's deeper layers. Start by writing daily entries from your protagonist's perspective, focusing on their thoughts and feelings about events, both past and present. This exercise will help you understand their motivations and develop their backstory, making them more relatable and empathetic.
• Develop a "failure resume" for your protagonist to outline their past struggles and failures. This document should detail significant setbacks and how they impacted the character's life and growth. By doing this, you'll be able to craft a narrative arc that shows a clear journey from failure to triumph, making their successes more meaningful to the audience.
• Organize a "character values workshop" with friends or fellow writers where you discuss and debate the core values and moral dilemmas your protagonist might face. Each participant can take turns presenting different scenarios and possible reactions from the protagonist, which will help you to refine their moral compass and ensure their actions inspire change in your story.

Introducing a diverse cast of secondary individuals to enhance the story's depth.

Luhn underscores the importance of a diverse cast of supporting characters who augment the main character, thus adding depth to the narrative's intricacy. Matthew Luhn recounts his early experiences in animation during his time on "The Simpsons," highlighting how pivotal figures such as guides, supporters, jesters, and opponents were in shaping his growth on both a personal and professional level.

Introducing figures such as guides, companions, and jesters to confront the main character and propel the story forward.

Matthew Luhn explores the consistent presence of certain universal characters that span various genres and media types. He introduces the character known as the "Herald," who signals the onset of change; the "Guardian," who poses challenges for the protagonist before the adventure begins; the "Mentor," who imparts wisdom and equipment; the "Allies," who lend their aid; the "Trickster," who questions the status quo; the "Shapeshifter," who undermines confidence; and the "Shadow" or "Villain," representing the main challenge. He recommends integrating these archetypes into your stories, highlighting how doing so deepens the narrative's intricacy and strengthens the evolution and advancement of the protagonist. Matthew Luhn advises weaving the array of mentors, tricksters, and allies one meets throughout their personal and professional life into the fabric of the narrative's framework.

Gleaning insights from familiar people can give rise to the creation of memorable and distinctive supporting characters within a narrative.

Luhn emphasizes the importance of creating characters based on people you have personally met. He suggests a simple "invocation" exercise aimed at conjuring up memories to infuse the main character with vitality. To effectively describe this individual, it's essential to outline their physical characteristics, convey the essence of one's relationship with them, highlight their distinctive qualities, and consider their present circumstances in life. He offers an illustration by mentioning a beloved educator. Characters do not need to be human, he emphasizes further. Matthew Luhn underscores the importance of imbuing animals, objects, or other entities with human-like traits, fostering an emotional connection with the viewers. Matthew Luhn uses Woody from Toy Story as a prime example.

The narrative is greatly enriched by secondary characters who augment the central role of the protagonist.

Luhn advises those who weave tales to adopt a different viewpoint when devising stories intended for commercial use. Companies often market their products by casting themselves as the main characters within the story. This method, while centered on the self, might not strike a chord with the audience. He argues that a strategy becomes more influential when it centralizes the narrative around the customer. This approach aligns with a strategy that prioritizes the consumer, underscoring the significance of meeting their needs, aspirations, and goals.

Positioning the audience as the protagonist instead of the brand or company fosters deeper and more genuine relationships.

Luhn advocates for companies to act as cooperative partners in helping clients achieve their goals. This approach is successful as it underscores the importance of offering guidance, support, and the necessary tools for their journey. He exemplifies this idea by citing familiar narratives like the intergalactic saga of "Star Wars," the magical tales of Harry Potter, and the odyssey in "The Wizard of Oz." Luke Skywalker is empowered by the guidance of his mentor and the dependability of his weapon, while Harry Potter benefits from Dumbledore's guidance and the power of his magical staff, and Dorothy is aided by Glinda along with the magic of her red footwear. Businesses can serve a comparable function by providing goods, services, and expertise that assist clients in conquering obstacles and achieving their objectives.

Practical Tips

• You can create a personal growth group with friends where each person adopts a specific archetype role during discussions. For example, one friend might take on the role of the Mentor, offering guidance and wisdom, while another might be the Trickster, challenging ideas and encouraging creative thinking. This dynamic can lead to deeper insights and personal development as each member interacts from their assigned perspective.
• Develop a habit of journaling from the viewpoint of an imaginary mentor or ally to tackle daily challenges. Imagine this character with attributes you admire or need, such as resilience or creativity, and write advice or encouragement to yourself from their perspective. This can help you internalize positive traits and consider new solutions to problems.
• When facing a decision or problem, use a 'character council' brainstorming technique. Draw or list different character archetypes and ask yourself what each would do in your situation. The Herald might suggest announcing your plans to others for accountability, while the Guardian might advise caution and preparation. This method can help you see a situation from multiple angles and come up with a well-rounded approach to your challenges.

Fostering an environment that promotes creativity and innovative thought through the application of storytelling principles.

Matthew Luhn explores the ways in which a workplace environment can nurture or stifle creative thinking and innovation. Matthew Luhn credits Pixar's remarkable accomplishments not solely to innate talents but also to the deliberate cultivation of an environment that promotes collaboration and inventive thought.

Designing a physical workspace that promotes spontaneous collaboration, conversation, and idea-sharing

Matthew Luhn underscores the importance of fostering a workplace atmosphere that encourages innovative thought. He shares how Steve Jobs, drawing from his own experiences at Apple, designed the new Pixar building to promote spontaneous interaction amongst employees. Matthew Luhn noted that by strategically placing dining areas and restrooms at the center of the structure, it encouraged unplanned interactions and casual conversations that often led to the birth of creative ideas. He emphasizes the significance of seemingly trivial details, like the arrangement of seating positions. For instance, circular tables foster a sense of equality and promote joint idea generation, unlike tables with rectangular shapes that tend to emphasize hierarchical structures. He also recommends personalizing workspaces to foster conversation, pointing out that Pixar employees transformed their offices into unique spaces that reflected their personal styles and passions.

Conquering the apprehension linked to potential failure and acknowledging that errors are crucial elements in the creative journey that propels innovation.

Luhn underscores the notion that apprehension about failing has the potential to suppress creative expression. He observes that conventional education frequently instills the notion that errors are detrimental, which results in a common aversion to taking risks in professional pursuits. He recommends that companies cultivate a culture that views mistakes as opportunities for learning and creative growth. He contends that genuine innovation requires the bravery to face potential setbacks and accept the likelihood of defeat, recognizing that success often comes after numerous attempts and challenges. During the initial stages of creation, Matthew Luhn observed that Woody's character in Toy Story was considered too unpleasant, leading to Disney's initial rejection of the film. It was only through embracing that failure and making necessary changes that the film ultimately succeeded.

Creating a workplace atmosphere that encourages staff to participate in innovative endeavors and tasks that extend beyond their assigned roles.

Luhn advises businesses to cultivate a workplace environment that encourages employees to engage in imaginative pursuits during their own time. Matthew Luhn highlights the importance of fostering employee growth and skill enhancement through the provision of educational programs, financial support for learning, and the organization of exploratory trips. Matthew Luhn emphasizes how unique experiences can foster creativity and strengthen bonds within a group, citing the Pixar storytelling crew's journey along Route 66 as a source of inspiration for the creation of Cars.

Providing opportunities for continuous learning, growth, and new challenges to retain top talent

Luhn observes that career stagnation leads to burnout. To retain top talent, companies need to provide opportunities for continuous learning, growth, and new challenges. He advocates for fostering a workplace atmosphere that cultivates employee development by encouraging skill improvement, stimulating creative thought, and supporting the pursuit of projects that extend beyond their regular responsibilities. He shares personal anecdotes and those of his peers from their experiences in writing books and producing short films at a distinguished animation company. He underscores the importance of nurturing creativity not only in the workplace but also in wider contexts, benefiting not just the employees but the whole organization as well.

Practical Tips

• You can enhance your creative thinking by starting a daily 'story exchange' with friends or colleagues. Set up a group chat or email thread where each person shares a short, imaginative story or idea they've come up with that day. This practice not only hones your storytelling skills but also encourages a flow of creative thoughts that might spark innovation.
• Transform your personal workspace into a dynamic idea lab by rearranging furniture to create an 'open corner' where anyone who visits can leave a note with a question or an idea. This could be as simple as setting up a whiteboard or a corkboard in your home office or designated work area. The goal is to visually prompt yourself and others to engage and contribute spontaneously, mimicking the collaborative spaces in innovative workplaces.
• Develop a 'failure resume' to personally embrace and learn from your mistakes. On a regular basis, jot down projects or tasks where things didn't go as planned, what you learned, and how you can apply these lessons moving forward. This document serves as a personal reminder that every setback is a stepping stone to greater creativity and innovation.