Storytelling has been a powerful tool for communication across cultures and eras, helping individuals and societies make sense of the world around them. One of the most enduring storytelling frameworks is the Hero’s Journey, popularized by mythologist Joseph Campbell and later adapted by various storytellers and business leaders. Among the notable adaptations is the version crafted by Chris Vogler, a Hollywood development executive and screenwriter known for his work with Disney. Vogler’s framework, while originally intended for screenwriting, has found a profound application in business storytelling, particularly in the context of organizational transformation.
The Origins of the Hero’s Journey
Joseph Campbell’s “Hero’s Journey,” introduced in his 1949 book The Hero with a Thousand Faces, is a narrative structure that explores the universal pattern of adventure and transformation found in myths and stories worldwide. Campbell’s work, influenced by Carl Jung’s analytical psychology, identifies a series of stages that heroes typically go through in myths. These stages include the call to adventure, crossing the threshold, facing trials, achieving a goal, and returning home transformed. Campbell’s framework is deeply analytical, focusing on the underlying psychological and symbolic elements of storytelling.
Vogler’s Simplified Story Narrative
Building on Campbell’s work, Chris Vogler simplified the Hero’s Journey into a more accessible twelve-stage model tailored for screenwriters. This model breaks down the journey into three acts: the beginning (Act 1), the middle (Act 2), and the end (Act 3), with each act representing a critical phase in the hero’s transformation. Vogler’s approach is more sentimental and idealistic than Campbell’s, making it well-suited for crafting narratives that resonate emotionally with audiences.
The Business Application of Vogler’s Hero’s Journey
The Hero’s Journey, traditionally linked with literature and film, now holds increasing relevance in the business world. Organizations facing significant change or transformation can leverage the Hero’s Journey to create compelling narratives that actively engage both internal and external stakeholders. The “Inner Journey” drives internal changes within the organization, like shifts in culture, values, and employee mindsets. Meanwhile, the “Outer Journey” captures external changes, such as market repositioning, product innovation, or evolving customer relationships.
Take, for example, a company undergoing digital transformation. The “Ordinary World” represents the company’s current state, operating within familiar processes and systems. The “Call to Adventure” emerges when the company recognizes the need to embrace digital technologies to stay competitive. As the company embarks on this journey, it faces resistance and fear of change, embodied by the “Refusal of the Call.” The “Meeting with the Mentor” comes through guidance from industry experts or consultants who help the organization navigate the complexities of digital transformation.
Challenges and trials in storytelling
Crossing the “First Threshold” by adopting new technologies propels the company into the “Special World” of digital business. The “Road of Trials” then highlights the challenges of implementation, such as training employees, integrating systems, and managing disruptions. The “Innermost Cave” marks the greatest challenge, where the company faces a critical decision or setback. Success here brings the “Reward,” such as successfully adopting digital tools or gaining a competitive edge.
The road back home
Finally, the “Road Back” signals the company’s return to normalcy, now in a transformed state. The “Resurrection” phase showcases the organization’s new identity and capabilities, and the “Return with the Elixir” delivers the tangible benefits of transformation, such as increased efficiency, customer satisfaction, and market share.
Steps in the Storytelling Timeline Based on the Hero’s Journey
| Step | Description | Stage | Business Application |
|---|---|---|---|
| Ordinary World | The hero’s normal world before the adventure begins. | Act 1 – Beginning | The company’s current state, operating within familiar processes. |
| Call to Adventure | The hero is presented with a challenge or problem that requires them to leave their ordinary world. | Act 1 – Beginning | Realization of the need for transformation or innovation. |
| Refusal of the Call | The hero hesitates or refuses the call due to fear or reluctance. | Act 1 – Beginning | Resistance or fear of change within the organization. |
| Meeting the Mentor | The hero meets a mentor who provides guidance and tools to overcome challenges. | Act 1 – Beginning | Consulting experts or industry leaders for guidance. |
| Crossing the First Threshold | The hero commits to the journey and enters the special world, leaving the ordinary world behind. | Act 1 – Beginning | Beginning the process of transformation by adopting new strategies. |
| Road of Trials | The hero faces a series of challenges and tests, gaining strength and skills along the way. | Act 2 – Middle | Overcoming implementation challenges, such as training and integration. |
| Approach to the Innermost Cave | The hero approaches a dangerous place where the object of their quest is hidden. | Act 2 – Middle | Facing critical decisions or potential setbacks in the transformation process. |
| The Ordeal | The hero faces a major challenge or crisis, often at the risk of failure. | Act 2 – Middle | A significant challenge or turning point in the transformation. |
| Reward | After surviving the ordeal, the hero receives a reward or achieves their goal. | Act 2 – Middle | Achieving key milestones, such as successful adoption of new technology. |
| The Road Back | The hero begins the journey back to the ordinary world, often facing further challenges. | Act 3 – End | Stabilizing the new processes and systems, integrating changes. |
| Resurrection | The hero faces a final test where everything is at stake, emerging from it transformed. | Act 3 – End | The organization’s new identity and capabilities take shape. |
| Return with the Elixir | The hero returns to the ordinary world with the reward that benefits others. | Act 3 – End | Realizing the full benefits of the transformation, such as increased efficiency and market share. |
Conclusion
Chris Vogler’s Hero’s Journey provides a powerful framework for business storytelling, especially during times of significant change or transformation. By aligning the stages of the Hero’s Journey with an organization’s experiences, business leaders can craft narratives that resonate deeply with their audiences and effectively guide them through the complexities of change. Whether tackling internal challenges or engaging with external stakeholders, the Hero’s Journey offers a timeless structure that helps businesses confidently navigate their paths to success.
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