Getting to Act 2: Customer Engagement Lessons from the Movies

On the storytelling framework and the customer journey

The Hero’s Journey, from Christopher Vogler’s The Writer’s Journey

The Call to Adventure

Michael Biehn and Linda Hamilton in a scene from The Terminator
Michael Biehn and Linda Hamilton in a scene from The Terminator
Keanu Reeves holding a cell phone and peeking up from a cubicle, in a scene from The Matrix
Keanu Reeves holding a cell phone and peeking up from a cubicle, in a scene from The Matrix
Ian McKellen as Gandalf in The Fellowship of the Ring
Ian McKellen as Gandalf in The Fellowship of the Ring
Buy Now icon from Paypal
Buy Now icon from Paypal
Buy Now with 1-Click icon from Amazon
Buy Now with 1-Click icon from Amazon
Operators are standing by.

Crossing the Threshold

the three-act structure, showing red dots to mark plot points
the three-act structure, showing red dots to mark plot points
From Gabe Moura’s The Elements of Cinema blog, “The Three-Act Structure”

Crossing the Threshold is when the customer, the hero of the story, commits to that journey with you as the guide.

Scene from The Fellowship of the Ring, with Frodo Baggins running in The Shire, exclaiming, “I’m going on an adventure!”
Scene from The Fellowship of the Ring, with Frodo Baggins running in The Shire, exclaiming, “I’m going on an adventure!”

The Refusal of the Call

Photo by David Clarke on Unsplash

Try this at home

Footnote

Senior product manager, fiction writer, former anthropologist. I study culture, tell stories, and herd cats. More: https://about.me/benito.vergara.

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