2. Agenda • 1 hour • Why narrative? • The Epic Story
•  The Heroes’ Narrative in action

3. Objectives & Expectations
•  Understand the key elements of an epic story and how to use them
•  Understand why narratives and values matter and win campaigns

5. The Other Side’s Narrative

6. Power Cycles

7. Why Narrative? • Captures voters’ attention
•  Motivates people to action
•  Helps different campaigns tell a common story
•  Builds power over time

8. Difference between narrative and message

9. Narratives Build Power
Middle
Our Base
Other Side

11. Values • Values are the foundation of the narrative
•  They inspire us to action
•  They speak to the decision-making part of our brains
•  They persuade

13. Story Elements • Quest • Threat • Hero • Heroes’ Tool • Villain
•  Villain’s Weapon

14. The Quest
•  The high stakes outcome
•  The frame: Defines what matters

15. The Threat
•  Call to action
•  Big and close to home

16. The Hero
•  Heart of the story
•  Actual person

17. Hero’s Tools • The policy that gets us to the outcome of our quest
•  How our hero achieves our quest
•  Tell us why the policy matters, not what it does

18. Role of Government • Government is a tool • Government is not a person
•  We need to reframe and reclaim government

19. The Villain • Who we hold accountable for the threat
•  Always paired with a weapon

20. Villain’s Weapon • How the villain takes action on the threat
•  Builds their power cycle

23. The Michigan Narrative

24. Questions?

25. Marissa Luna