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Matthew Winkler - image

What Makes a Hero?

Each week, we invite a new guest to help us break down the story cycle and its origins in Joseph Campbell’s “The Hero’s Journey” so that listeners can use these tools when crafting brand stories, marshalling the troops in their companies, and understanding their customers’ journeys.

In furthering that mission, we welcome Matthew Winkler, educator, author, and creator of the TED-Ed Talk, “What makes a hero?” which went viral with over 1.5 million views on YouTube.

Matthew and Park unpack the story cycle and show you how to overcome your most difficult challenges to live the hero’s journey in your own life.

In This Episode

Why a single story that is represented through the lens of various cultures around the world (monomyth) is important
How to live the hero’s journey in your day-to-day life
Identifying customer personas to build empathy
Authentically connecting the brand story with the customer story
The most basic story form: change vs. status quo


Quotes From This Episode

“The hero’s journey myth exists in all human cultures and keeps getting updated because we humans reflect on our world through symbolic stories of our own lives.” —Matthew Winkler

“Story is blazing a new trail, not following in anyone’s footsteps. Going into a dangerous place, through an avenue that no one has anticipated or carved a way. It’s very applicable to entrepreneurs who are making a risky venture.” —Matthew Winkler

“I thought the hero’s journey would be about building brand story. Then I realized how powerful it is to overlay it on customer personas to build empathy for custo…

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