The 7 Common Story Archetypes: Understanding the Value and Application

In this tutorial, the Muse Team introduces seven common story archetypes that can be used to gain clarity and focus in both Storyfinding and creative development. The seven types of story are:

• Origin story

• Values story

• Why story

• Vision story

• Teaching story

• Impact story

• Objections story.

Each archetype is explained in detail, including what it is, why it's valuable, and where it's most often used.

The tutorial emphasizes the importance of these archetypes in communicating with clients and other stakeholders, as they create a common vocabulary and shape or form the story before the creative is developed.

While the archetypes help understand what type of story to tell, it's important to remember the value of listening and not getting too focused on any one structure too early on. Additionally, the seven types of stories can be blended in practice to create the strongest story.

KEY TAKEAWAYS FROM THIS LESSON

• Understanding the seven common story archetypes helps focus attention in Storyfinding and creative development and create a shared vocabulary for stakeholders.
  
  

• The seven archetypes are Origin story, Values story, Why story, Vision story, Teaching story, Impact story, and Objections story.
  
  

• Each archetype offers value in different ways and is effective in other contexts.
  
  

• Listening and developing Keywords before choosing a story type is crucial to ensure the objective leads the creative and not the other way around.
  
  

• The archetypes can blend in practice, and it is essential to follow the strongest story.
  
  

• The seven archetypes are a superpower in the pitching process, making what will be created more tangible and increasing expertise and perceived value.

Click the downloads above to snag a transcript of this tutorial.