SECRET #7
THE HERO’S TWO JOURNEYS
For the past 10 years, I’ve focused on “story selling” to get people excited about the new opportunities I offer them. I didn’t really have much structure. I just told a lot of stories and noticed that some of them encouraged my audience to believe and follow me, while others didn’t have much impact at all.
Over time, I became better and better at telling stories. But it wasn’t until I met a guy named Michael Hauge that I really started to understand story structure. Once I understood structure, I was able to craft stories so they always created the right environments for people to have the necessary epiphanies.
One of my friends, Daegan Smith, started me on the path to creating or changing beliefs with stories. He told me to listen to an audio book by Michael Hauge and Christopher Vogler called The Hero’s 2 Journeys. Michael has been one of Hollywood’s top script consultants and story experts for more than 30 years. He’s the guy that top screenwriters and directors call to make sure that their movies are following correct story structure for maximum emotional impact.
Shortly after I listened to the book, Daegan and I hired Michael to speak at one of our events, showing us how to use stories to create belief in the minds of our customers. What he taught was fascinating, and helped me become a better storyteller. This journey has been a huge focus for me over the past five years.
I want to walk you through what I learned from The Hero’s 2 Journeys. It will give you context for what a good story needs to be, and will help you craft your Epiphany Bridge stories.
Good stories are really simple. There can be layers of complexity, but at the core they are all very simple. Depending on the complexities I share, I can tell the same story in 60 seconds or 60 minutes—all with the same desired effect.
Every good story is built on three foundational elements (Character, Desire and Conflict), also known as “the plot.”
Once upon a time, there was a girl named Red Riding Hood. She wanted to take a basket of cookies to her grandma, who lived in the woods. What she didn’t know was that the big, bad wolf was waiting to gobble her up.
Character: Red Riding Hood
Desire: Take a basket of cookies to her grandma
Conflict: big, bad wolf
These are the basic elements of every movie, book, play, TV show, opera—any type of story. After showing me this, Michael explained, “Every good story is about a captivating character who is pursuing some compelling desire and who faces seemingly insurmountable obstacles to achieving it. That’s it. If you’ve got those three things, then you’ve got a good story.”
Your Plot Statement The first Epiphany Bridge story you will tell is the one that got you excited about your new opportunity in the first place. Take a few minutes to think about your story.
You are the character, so that step is easy. But what desire started you on your journey? What did you want to achieve? Write it down. Next, what was the conflict you experienced along the way? Write it down. Boom! You’ve got a plot. Now write out your basic plot in one sentence, like I did for Little Red Riding Hood above. Here is an example:
Once upon a time, there was a guy named Russell Brunson, who wanted to figure out a way to support his new family without having to get a traditional job. So he started selling information products (potato gun DVDs) online. But one day, Google’s ad costs tripled, and his little business dried up overnight.
Character: Russell Brunson
Desire: Support his new family
Conflict: Google’s ad costs tripled and his business dried up overnight
That is the basic structure of every story. When I’m first building out my inventory of stories (which you will do in Secret #9), I always start with a plot statement. This allows me to tell the entire story in just a few seconds, if I need to. Or I can fill in the details and talk for hours.
Now that you have the basic plot written out, let’s dig deeper into each element so you have the tools you need to flesh out your stories and really hook into people’s emotions.
1. Build rapport with the hero. The first 10% of any movie is all about building rapport with the hero, so we have a vested interest in their journey. If we don’t build rapport with the hero in the story, then no one cares what else happens to them on their journey. If you do a good job of building that rapport up front, the audience will be engaged throughout the whole thing. You want people to get into a rapport with the hero quickly. The fastest way to do that is to connect with two or more of these core identities:
• Make the character a victim of some outside force, so we want to root for them.
• Put the character in jeopardy, so we worry about them.
• Make the character likable, so we want to be with them.
• Make the character funny, so we connect with them.
• Make the character powerful, so we want to be like them.
After you’ve introduced the identities, it’s time to introduce the character flaws that have caused you (as the hero) to struggle. Sharing flaws is critical to gaining rapport. No one cares about Superman until we introduce kryptonite. He’s an uninteresting character until he has flaws and weaknesses, and the same is true of any hero. Sometimes it’s scary to share these flaws in your stories, but they are the key to building rapport.
2. Introduce the desire for something more. Every story is about a journey either toward pleasure or away from pain. The hero must have suffered some type of wound, or carry an unhealed source of continuous pain, in the backstory. Because the wound has never healed, it causes the fear and pain that drive the character. Usually, the hero desires to accomplish something they believe will heal that wound. There are four core desires that drive most heroes. Two of them move the hero toward pleasure, and two move away from pain.
Toward Pleasure
• To Win The hero may be trying to win the heart of someone they love, or they may want to win fame, money, a competition, or prestige. But as you now know, they are really looking for an increase in status.
• To Retrieve The hero wants to obtain something and bring it back.
Away From Pain
• To Escape The hero desires to get away from something that’s upsetting or causing pain.
• To Stop The hero wants to stop some bad thing from happening.
The story describes the journey to achieving the desire. But in all good stories, the hero is actually on two journeys—the one that everyone sees (The Journey of Achievement), and one that’s hidden (The Journey of Transformation). The second journey may not be as obvious, yet it’s the key to the whole story.
The Journey of Achievement This is the first journey, the one that everyone listening to the story is aware of. There’s a visible goal with a finish line that everyone can see. It’s the reason the hero sets out on the journey in the first place. The audience is rooting for the hero to accomplish this journey. While this journey is what drives the story forward, it’s the second journey that actually matters the most. In fact, in many stories, the hero never actually achieves his end desire. Or if he does, he gives it up for the real transformational journey that he’s been on throughout the story.
The Journey of Transformation During the first 10% of the story, we learn about the character and the beliefs they have that make up their identity. A particular identity is very important to the hero at the beginning of the story, but along the way they become someone else, someone better. It’s almost like the death of their old belief systems, and the resurrection or rebirth of a new person. This transformation is the real journey that our hero has actually been on.
One of my favorite stories that shows this transformation of a character is from the animated movie Cars. Lightning McQueen has a very real goal he wants to achieve—to win the Piston Cup. The whole movie is centered around him getting to California so he can win. He stumbles upon conflict along the way, but eventually he gets to the big race.
In the last scene, he’s
racing and about to finally achieve all his desires, but then the car he is racing against (The King) gets into a huge wreck. McQueen’s win is guaranteed. But because he’s been on a journey of transformation, he chooses to slam on his brakes just inches before the finish line and watches as Chick Hicks races past him for the win. He then backs up, drives over to The King, and pushes him across the finish line.
The King then says, “You just gave up the Piston Cup.”
To which McQueen responds, “A grumpy old racing car once told me something—it’s just an empty cup.”
Through this journey, he has been doing everything possible to achieve his greatest desires, and then at the last minute, he gives them up to become something more. We see the death and rebirth of his identity. We see the new beliefs he has created. We see his essence. That is the key to a great story.
3. Introduce the conflict. Desire is essential to the story because it shows the end goal. It provides a reason for the journey to move forward. But emotion doesn’t come from the desire. It comes from the conflict the hero faces while trying to gain the desire.
In pursuing the goal, there must be seemingly insurmountable obstacles. If it doesn’t seem impossible for the hero to get what they want, people won’t care as much. Our primary goal as storytellers is to elicit emotion, and you can’t do that without conflict.
Michael Hauge showed me the patterns of conflict that are consistent with almost all Hollywood movies. There are five turning points that create the emotion in almost all films. As you review each one, think about every movie you’ve seen and how they fit into these five turning points of conflict.
1. The New Opportunity After you share the character’s backstory, some event causes the character to physically leave where they are and start the journey. This new opportunity is what sets them off to achieve their desires. This leads our hero into a new situation that seems good at first, until they move into turning point #2.
2. Change of Plans At some point, the original desire will transform into a very specific, visible goal with a clearly defined end point. This is where the hero’s outer motivation is revealed. From here, they will start to make progress toward that goal, until they hit turning point #3.
3. Point of No Return At this point, the hero must fully commit to reaching the goal. Up to this point, they’ve had opportunities to turn back. But something happens here that makes this a do-or-die situation. It’s no longer a should; it’s a must. The hero must burn their old bridges and dive in with both feet, or turn back forever. This forces them to start moving into more complicated situations with higher stakes, which lead to turning point #4.
4. The Major Setback Something happens to the hero, and we believe that all is lost. This event initially leaves the hero with no chance of success, but then we see a small glimmer of light. The hero has only one option. He has to take one last all-or-nothing shot at the desire. This leads the hero to the final push that drives him to turning point #5.
5. The Climax Now our hero must face the biggest obstacle of the entire story and determine their own fate. The journey of achievement will be resolved once and for all, and the journey of transformation will be revealed. Then we move into the aftermath of the story—the hero’s new life is revealed, and the journey is complete.
Isn’t that cool? Look at almost every successful movie and you will see the pattern of the hero’s two journeys.
When I first learned this whole process, I got really excited. And honestly, a little overwhelmed. So I tried to find a way to simplify it, but not lose out on the key elements needed to cause emotion and create an epiphany. And that’s when we created these epiphany bridge scripts that I now use dozens of times a day. If you learn nothing else from this book, mastering this process will serve you for the rest of your life in everything you do.
SECRET #8
THE EPIPHANY BRIDGE SCRIPT
Now that you understand the concept of the Epiphany Bridge, and you’ve also seen the structure of the hero’s two journeys, we have everything we need to start creating powerful Epiphany Bridge stories. The Epiphany Bridge script follows a similar path as the hero’s two journeys, but I built it in a way that makes telling your stories very simple. I have this on my desk and I use it all the time when I’m telling my stories. You’ll be telling a lot of stories, so mastering this script will become one of the most important things you could ever do. Let me jump in and show you how it works.
An Epiphany Bridge story has eight core sections that pull you through the hero’s two journeys. I have a question that goes with each section, and answering each question actually creates the story for me. I will go into more depth for each of the questions below, but let me show you quickly how it works.
1. The Backstory: What is your backstory that gives us a vested interest in your journey?
2. Your Desires: What is it you want to accomplish?
a. External: What is the external struggle you are dealing with?
b. Internal: What is the internal struggle you are dealing with?
3. The Wall: What was the wall or problem you hit within your current opportunity that started you on this new journey?
4. The Epiphany: What was the epiphany you experienced and new opportunity you discovered?
5. The Plan: What was the plan you created to achieve your desire?
6. The Conflict: What conflict did you experience along the way?
7. The Achievement: What was your end result?
8. The Transformation: What was the transformation you experienced?
For many of you, that outline and those questions will be enough to give you the framework to tell any story. But I wanted to dig a little deeper into each question so you have a really clear understanding on how to answer those questions.
The Backstory
“What is your backstory that gives us a vested interest in your journey?”
Most good stories start with the backstory. For an Epiphany Bridge, that means remembering where you were before you had your big “aha”. Go back to that time and place, and remember the circumstances that caused you to start on your hero’s journey. Usually this backstory starts at about the same point where your listener is in their life right now.
They desire the same result that you have already achieved. But when they see you as the expert and see what you’ve accomplished, it can be really hard for them to relate to you and trust you. That’s why you must come down from your positioning as an expert, and return to the beginning where you were struggling with the same things they are. When they see that you were once where they are now, they will have faith that you can take them where they want to go.
Your Desires
“What is it you want to accomplish?”
When you created your plot statement, you learned about the three foundational elements of every good story.
• Character
• Desire
• Conflict
Here is where you talk about what it is that you desired the most. What most people miss is that there are almost always two types of struggles keeping you from what you desire the most: the more surfacelevel external struggles and, more importantly, the deeper internal struggles that you (and your listeners) are experiencing.
“What is the external struggle you are dealing with?”
The external struggle is what drives the journey of accomplishment—the hero’s first journey. It’s tied to your desire and is usually based on one of the goals you learned about earlier: to win, to retrieve, to escape, or to stop.
People are usually willing to share their external struggles, “I’m trying to lose weight, but I can’t give up carbs.” Or “I want to start my own company, but I just can’t find the time.” But these are rarely the real issues they are dealing with. To find out the true cause of their pain, you need to dig deeper and share your internal conflicts.
“What is the internal struggle you are dealing with?”
The internal struggle is the
journey of transformation from fear to courage—the hero’s second journey. This is the root cause of your struggles.
Sometimes it’s hard to share, or even know, what the actual internal struggles are. But if you’re willing and able to get vulnerable and share your internal struggles, this will build rapport faster than anything else you can do. Why? Because your audience also shares these same internal struggles. Most people never talk about them, but when they hear you get vulnerable and expose what you are really struggling with, the audience will form an almost instant connection with you.
I’ve found that the secret to identifying people’s internal struggles is to take their external struggle, and ask them “Why?” about five or six times. Keep drilling down until you get to the real reason they want to change. Here’s a hint: It’s usually tied to love or status—or both.
For example, if someone tells you they want to lose weight, ask them, “Why?”
Expert Secrets: The Underground Playbook for Finding Your Message, Building a Tribe, and Changing the World Page 10