Anyone can tell stories. Stories are an everyday part of the human experience. But what allows a great story to stand the test of time?

This episode takes a deep dive into the plot archetype structure. Rob reviews Christopher Booker's book The 7 Basic Plots, and examines whether we can apply the key lessons to business storytelling. Listen now to learn:

• Why the plot archetype structure is a tool, not a requirement
• How to leverage deep principles to tell better stories
• How and where to use the plot archetype structure in your marketing