Introduction xii
Chapter 1 The Hook 1
You Only Get One Chance to Make a First Impression 3
Loglines and the Elevator Pitch 6
Chapter 2 Character Transformation 10
Character Arc 18
A, B, and C Stories 20
Chapter 3 Connecting 24
Universal Themes 31
Knowing Your Audience 33
Chapter 4 Authenticity 38
Memory Prompts 41
The Feeling Is the Message 46
Chapter 5 Story Structure 50
The Six Story Stages 52
The Story Spine 57
Chapter 6 Heroes and Leaders 68
What Makes a Story Unique 71
Heroes Are … 74
Chapter 7 Cast of Characters 82
Archetypes 85
Invoking Characters 91
Chapter 8 Inspiring Creativity in the Workplace 106
Physical Environment 109
Eliminating the Fear of Failure 111
Innovation 115
Keeping Good Employees for a Long Time 118
Chapter 9 Writing Tips and Techniques 122
Epilogue 128
Acknowledgments 129
About the Author 131