Changes have tripling effects. However; storytelling structures have almost been invariant as they stood against the wind of change. This presentation offers a twist calling for a fractal structure for Acts 1 and 2. This is augmented by example.

1. Story Attractors:
New perspectives
on storytelling
Ali Anani, PhD

2. Rapid changes are
causing rippling.
effects and
the change in one
system is affecting
changes in other
systems

3. Are story
structures
unaffected?
Or are they?

4. And if story
structure is
affected then
in what way?

5. Great stories have the magic
formula of moving hearts
and minds

6. We know from
Twitter, for example,
visually how
emotions move
Will this again
affect the
storytelling
structure?

7. Let us begin
the journey
of discovery

8. Storytelling
has a strategy:
Where to take
us from where
we are

9. But where we
are has a pattern
that developed
over time
This repeating
pattern is the
attractor for
each one of us

10. We know also
that it is much
easier to move
from a negative
emotion to
more negative
one than to
move from a
negative to a
positive one

11. Karpman drama
triangle has used
the diamond
structure to
show for that
http://en.wikipedia.org/wiki/K
arpman_drama_triangle

12. One
example
is:

13. Twitter has
allowed us to
measure these
emotion live
and how they
develop over
time

14. Positive
emotions. The
size of nodes
represents how
common a given
emotion is. The
thickness of the
edges is
proportional to
how often people
travel between
two given
emotions.
http://www.kanjoya.com/blog/kanjoya-eng/building
-a-roadmap-of-human-emotion-part1-/
Many repeating
diamond structures

15. JOY
SADNESS
ANGERPeople
swallow
their
own
poison REVENGE
FEAR
A character is attracted to this diamond of
emotions. It shall stay within its boundaries unless
something pulls it out
GRUDGE

16. Beware of customers’
grudge as the more
they poison
themselves, the more
they shall hate you
They throw their
problem at you.
They tend to blame
others

17. Example: An
Insurance Story

18. JOY
SADNESS
ANGER
REVENGE
FEAR
GRUDGE
Angry family:
There sick kid needs a prolonged
medical care in hospital

19. JOY
SADNESS
ANGER
REVENGE
FEAR
GRUDGE
The family has to sacrifice all its belongings to cover up
for the expenses

20. JOY
SADNESS
ANGER
REVENGE
FEAR
GRUDGE
Things get worse as the son must be under oxygen –
costs build up for the family

21. JOY
SADNESS
ANGER
REVENGE
FEAR
GRUDGE
The family either decides to accept the removal of
oxygen or part off with all its belonging chasing a
remote hope the kid would recover

22. JOY
SADNESS
ANGER
REVENGE
FEAR
GRUDGE
One member of the family develops grudge against the
society

23. JOY
SADNESS
ANGER
REVENGE
FEAR
GRUDGE
He decides to revenge from the society by robbing the
house of the hospital CEO

24. JOY
SADNESS
ANGER
REVENGE
FEAR
GRUDGE
The current situation gets worse and worse

25. The victim (patient)
is now making other
members of the
family victims to
their deepening
grudge

26. The buildup of the
conflict heat should
be within the
boundaries of the
fractal diamond

27. Within this fractal
structure the
dilemma builds up
again we witness
exchange of roles:
Hero becomes
victim
Victim becomes
hero

28. If you were an
advertising
company how
would you exploit
this vicious
diamond-shaped
attractor to
advertise a new
“hero” product?

29. It is the job of
businesses to
understand what
the customers want
to buy, and then
rally their corporate
culture into
delivering the right
product, at the right
place and at the
right time.

30. Here’s how the system
of triangulation starts:
a victim approaches a
rescuer (the insurance
product) with
information about what
a persecutor (mounting
hospital bills) has done.
From there, the drama
can unfold in many
ways

31. The envisaged
future may be best
visualized as a
point attractor so
as not to leave
people bewildered

32. Happy Where they are
Threatened
Revolt
Fearful
The risks of the approach are obvious, however. As the old
attractor is disrupted, some agents in the system will feel
threatened and insecure. As a result, they become even
more attached to the patterns of the past

33. If the insurance company
wants to have a differentiated
product/service to play the
hero role, this product must
be able to move people out of
their attractor to a goal that
falls outside the original
pattern where new behaviors
shall be noticed

34. Like light and darkness
exist together,
So are grief and hope

35. Every body is seeing
the buildup of
negative emotions,
But forgetting about
the light existing
somewhere

36. Here comes the light in
the form of new idea

37. The insurance
company believes that
it has a social
responsibility with an
opportunity

38. The insurance
company thinks
“outside the Diamond
Fractal”

39. The customer can’t
pay the expenses
And the hospital shall
not forfeit the bill

40. Social crowdfunding:
The insurance
company initiates a
campaign that moves
hearts and minds

41. The patient recovers

42. The insurance
company launches a
new insurance
program:
Salvage Insurance
campaign

43. The company prospers
as it has already
gained the trust of
people