CRAFT of Storytelling | About the Project

Welcome to the project!

This is your space to apply as you keep learning. This project is divided into 4 sections, with each one having it's own brief. As you complete watching a module, come back here and apply it to that specific section. This will help you cement your learnings.

Happy building. Let's get into it.

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Project Overview

As a marketer, product leader, or creative strategist, you understand the importance of crafting the right story. But storytelling is beyond just visuals, it's a structured mix of art and science.

Whether you’re launching a new product, a feature, or a campaign, the narrative you create will determine how well it resonates with your audience and drives your business objectives.

Through this project you'll apply what you've learnt through the CRAFT, step by step, and go from understanding your users to building your narrative. The goal is for you to have clarity of thought and application by the end of it.

Let's dive right in.

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Getting Started

It's simple: Pick an upcoming feature/campaign/product launch for your own product/company and apply the storytelling framework to it. Think of it as a way to sharpen your approach and apply everything you’ve learned in a real-world context.

Note: For this project, we will pick short-term research considering timeline constraints.

Once you choose the problem statement, here's what you'll do next in 4 steps:

1/ Conduct short-term research

Go through the decision framework for short-term and long-term research. For this purpose of this project, pick short-term research since timeline is a constraint. Figure out the kind of users to speak to, conduct user interviews by probing and shadowing and gather research data. This is the most crucial step of this project.

2/ Convert research into actionable insights

Gather all the research data and uncover actionable insights from it. Make sure to articulate these well and prioritise top insights from different user segments.

3/ Build a narrative and craft your story

Next step, and the most fun one. Here start by identifying the core theme and message for your story. Then, craft a compelling narrative and build your story by getting all visual elements in order, whether that's imagery, typography, videos and more.

4/ Create a distribution plan

A great story needs to be heard, and how you distribute that story is just as important as crafting it. Think about where your audience is and how they consume content.

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