How moonlighting in Screenwriting helped me craft radically better Company Narratives

Narrative and positioning have been my area of intrigue for the past few years, ignited mostly by the most famous — Andy Raskin and his viral blog post on the Zuora sales deck.

I wanted to get close to that. It was my “promised land”. I tried to blatantly copy his format, which gave lukewarm results (as expected). The thing about templates is, they are all useful, but none of them is the silver bullet.

Around the same time, I got interested in a parallel field of interest - screenwriting. I was amazed by the structure it brought to the art of storytelling. I solemnly believed that storytelling is an art and it cannot be taught. Until I bought my first ever and only masterclass course — Screenwriting by Aaron Sorkin.

However, this post is neither about Andy Raskin, nor Aaron Sorkin. This one is about Dan Harmon (who?). Dan Harmon is the writer of the cult-hit Rick and Morty. And he gave his entire storytelling framework out for free.

Here’s a 6 min YouTube video to understand it all.

How do you map the concepts in the video to a Company Narrative? Good question.

Here’s how:

1. You (The Ordinary World): Understanding the Status Quo

In the Story Circle, the journey begins with the ordinary world, where the protagonist's current situation is established. In company narratives, this stage helps us understand the market's status quo, the existing problems, and the space where our product or service fits in.

2. Need (The Call to Adventure): Identifying the Market Need

The call to adventure signals a change or a challenge. In marketing, this stage represents the identification of a market need or a problem that the target audience faces. It's the spark that ignites the journey towards a solution.

3. Go (Crossing the Threshold): Introducing the Solution

This stage in the Story Circle represents the decision to face the challenge. In company narratives, it's where we introduce our product or service as the solution to the identified need, marking the beginning of the customer's journey with our brand.

4. Search (The Road of Trials): Building Trust and Engagement

The road of trials is filled with challenges and learning experiences. In marketing, this stage represents the process of building trust and engagement with potential customers, showcasing how our solution addresses their specific pain points.

5. Find (Meeting with the Mentor): Providing Value and Insight

In storytelling, the protagonist gains crucial insights or tools. In company narratives, this stage is about providing value and insight to the customer, demonstrating how our product or service can transform their lives or businesses.

6. Take (The Transformation): Showcasing Transformation

This stage represents a significant transformation in the protagonist's journey. In marketing, it's where we showcase the transformative power of our product, illustrating how it brings about positive change.

7. Return (The Resolution): Building Long-Term Relationships

The resolution stage in the Story Circle signifies the protagonist's return to stability but with newfound wisdom. In company narratives, this stage represents building long-term relationships with customers, ensuring ongoing satisfaction and loyalty.

8. Change (The New Normal): Establishing a New Market Reality

The final stage of the Story Circle represents a lasting change. In marketing, this stage signifies how our product or service has created a new normal in the market, reflecting a lasting impact and solidifying our place in the industry.

---

I know you’re still doubtful about the framework.

Here’s an example to understand it better.

Jai, Veeru, and Basanti, 3 co-founders built a hypothetical SaaS platform, WorkBuddyzz designed to help engage with employees internally:

1. You (The Ordinary World): The story begins with the struggles faced by companies in engaging with their employees internally. Jai, Veeru, and Basanti are stuck in a system that lacks effective communication and engagement tools.

2. Need (The Call to Adventure): The need for change becomes apparent. Existing methods are not fostering the desired level of engagement, and there's a desire for a better way to connect with employees.

3. Go (Crossing the Threshold): Jai leaves his previous role to focus on this challenge. He recognizes the potential for improvement in employee engagement and decides to take action, teaming up with Veeru and Basanti.

4. Search (The Road of Trials): The trio embarks on the journey to create a new engagement solution. They face challenges and obstacles as they work to build a reliable, scalable SaaS platform.

5. Find (Meeting with the Mentor): The team finds success in creating an internal system that changes the way they engage with employees. This success acts as a mentor, guiding them to the realization that they can share this solution with companies worldwide.

6. Take (The Ordeal): The decision to create the hypothetical SaaS platform is made, and the team takes the plunge. They work hard to develop the product, facing potential risks and challenges along the way.

7. Return (The Road Back): The platform is launched, and the team begins to see the impact of their work. They have transformed the way companies can engage with their employees, making the process more interactive and efficient.

8. Change (The Return with the Elixir): The story concludes with the establishment of WorkBuddyz as a successful tool for internal employee engagement. Jai, Veeru, and Basanti have not only solved their own engagement challenges but have also provided a solution for companies worldwide. The change is evident in the way employee engagement is now approached, and the trio continues to work towards their mission.

---

But every concept fits a hypothetical example. Give me some real ones.

You ask and I shall deliver. Here are a list of examples I created just to explain. how the best of companies, knowingly or unknowingly, fit right into Dan Harmon’s Story Circle.

Zoom’s Story

Zoom was founded by Eric Yuan, a former lead engineer at Cisco Webex, in April 2011. Initially named Saasbee, Inc., the company faced challenges in finding investors as the videotelephony market was considered saturated. In June 2011, Zoom raised $3 million in seed money and changed its name to Zoom in May 2012. The company launched a beta version in September 2012 and officially launched its software in 2013. Despite initial struggles, Zoom grew rapidly, establishing partnerships, raising funds, and expanding its services. The company went public in 2019 and continued to grow, especially during the COVID-19 pandemic.

Mapping to Dan Harmon's Story Circle

1. You (Ordinary World): Eric Yuan, a lead engineer at Cisco Webex, identifies a gap in the market for a more user-friendly video conferencing tool.

2. Need (Call to Adventure): Eric recognizes the need for a platform that can provide better video communication, frustrated by the existing tools' limitations.

3. Go (Crossing the Threshold): Eric decides to create Zoom, facing skepticism from investors who believe the market is already saturated.

4. Search (Trials and Challenges): Eric and his team work tirelessly to develop Zoom, facing financial constraints, technological hurdles, and competition.

5. Find (Meeting with the Mentor/Revelation): With perseverance and innovation, Eric secures seed funding and launches a beta version, gaining the first customers.

6. Take (Transformation): Zoom grows in popularity, attracting more users and investors. They expand their services and integrate with other tools.

7. Return (Atonement/Resolution): Zoom goes public, achieving significant success and becoming a leading player in the video conferencing industry.

8. Change (New Normal): Zoom becomes a vital tool for organizations, especially during the COVID-19 pandemic, solidifying its place in the market.

Drift's Story

Drift was founded with the mission to transform online business by humanizing, personalizing, and revolutionizing the connection between buyers and sellers. The company recognizes a paradigm shift from a world where companies controlled the buying process to one where the buyer is in control. Drift is more than just a technology company; it's a connection company, aiming to empower experiences that everyone loves. The company is also notable for being part of the 2% of VC-backed companies led by Latinx founders.

Mapping to Dan Harmon's Story Circle

1. You (Ordinary World): The founders of Drift, including Executive Chairman & Co-Founder David Cancel, identify a problem in the online business world where the connection between buyers and sellers is impersonal and controlled by companies.

2. Need (Call to Adventure): They recognize the need for a platform that can humanize and personalize the buying process, putting control back in the hands of the buyer.

3. Go (Crossing the Threshold): The founders decide to create Drift, a platform that aims to transform online business by connecting buyers with sellers in a more engaging and empowering way.

4. Search (Trials and Challenges): Drift works to develop its platform, facing the challenges of creating a technology that can truly revolutionize the way businesses connect with their customers.

5. Find (Meeting with the Mentor/Revelation): The company finds success in its mission, growing in numbers and impact. They become part of the 2% of VC-backed companies led by Latinx founders, reflecting their commitment to diversity.

6. Take (Transformation): Drift continues to grow, expanding its services and building a reputation as a connection company rather than just a technology provider.

7. Return (Atonement/Resolution): The company becomes a leader in its field, proud of its achievements and coverage, and continues to innovate in the space of conversational marketing and sales.

8. Change (New Normal): Drift solidifies its place in the market, not only as a provider of conversational solutions but as a company that empowers experiences that people love, reflecting a whole new world of business online.

Salesforce's Story

Salesforce was founded in 1999 by four individuals in a small San Francisco apartment. They launched a customer relationship management (CRM) system with a groundbreaking twist: all the software and critical customer data would be hosted on the internet and made available as a subscription service. This pioneering "software as a service" (SaaS) model quickly spread across the technology industry. Over the decades, Salesforce has grown in scale and sophistication, providing essential services to many of the world's biggest businesses, governments, and organizations. The company's core values include trust, customer success, innovation, equality, and sustainability.

Mapping to Dan Harmon's Story Circle

1. You (Ordinary World): The four founders of Salesforce identify a problem in the CRM world where software is cumbersome, expensive, and not user-friendly.

2. Need (Call to Adventure): They recognize the need for a platform that can provide CRM services on the internet, making it accessible and affordable as a subscription service.

3. Go (Crossing the Threshold): The founders decide to create Salesforce, a platform that aims to revolutionize CRM by offering it as a cloud-based service.

4. Search (Trials and Challenges): Salesforce works to develop its platform, facing skepticism from those who are hesitant to trust a cloud-based model.

5. Find (Meeting with the Mentor/Revelation): The company finds success in its mission, growing rapidly and becoming a leader in the SaaS industry.

6. Take (Transformation): Salesforce continues to grow, expanding its services, cultivating trust, and building relationships with its customers.

7. Return (Atonement/Resolution): The company becomes a global leader in its field, committed to values like equality, sustainability, and customer success.

8. Change (New Normal): Salesforce solidifies its place in the market, not only as a provider of CRM solutions but as a company that believes in stakeholder capitalism, philanthropy, racial equality, climate action, and more.

---

Convinced now? Signing up for the next screenwriting course anywhere?

Do you really need to become a part-time screenwriter to get better as a marketer? I am sure the answer is No. But do you need to read and absorb concepts and frameworks that exist beyond your favorite blogs and marketing books? Absolutely.

As for me. Pray that I complete my first draft. Ever.