The hero's journey is a narrative style that outlines a common pattern of adventure and transformation that characters in many stories go through across cultures and time periods. This concept was popularized by Joseph Campbell, an American mythologist, writer and lecturer, in his work "The Hero with a Thousand Faces" (1949). Campbell worked out that many myths and stories have a basic structure, which he called a monomyth.
Every change process that involves people can be described in the form of a hero's journey. The people you want to take with you on a journey of change are like heroes and heroines on an adventure. Such a journey is often depicted schematically in the context of stories and films:
If you adapt this scheme to your context and mentally anticipate the resulting change story for those involved and tell it to them again and again, then you will have a big, positive impact! Let's take a closer look at what this means and how it can work. Why? There are a number of solid, scientifically proven reasons for this.
The science behind it
1. neurological effects
- Emotions and memory: Stories arouse emotions that are linked to memory formation. The emotional content of a story can make it more memorable than factual information. Research by neuroeconomist Paul Zak has shown that stories can trigger the release of oxytocin, a hormone associated with empathy and bonding.
- Neural coupling: A study published in the journal "Brain and Language" found that a well-told story can lead to a synchronization of the brains of the listener and the teller, a phenomenon known as neural coupling. This synchronization improves understanding, comprehension and retention.
2. cognitive processing
- Simplifying complex information: Stories can simplify complex information so that it is easier to understand and comprehend. By incorporating facts into a narrative, storytellers can present complicated ideas in a more digestible and engaging way.
- Pattern recognition: Humans are programmed to recognize patterns. Stories follow recognizable patterns (like the hero's journey) that fulfill our cognitive expectations and make the information more appealing and easier to process.
3. psychological commitment
- Empathy and identification: Stories often feature characters that the audience can identify with or feel empathy for. This identification can increase the persuasiveness of the narrative, as the audience is more likely to be influenced by messages that touch them emotionally or relate to their experiences.
- Suspense and curiosity: Good stories create suspense and curiosity. This keeps listeners interested, because they want to know what happens next. The release of dopamine in these moments of curiosity and resolution can make the story experience more rewarding and memorable.
"OK, cool, so that doesn't seem like nonsense - but how do I actually apply this to business change processes?" you might be thinking. Let's dive into the various stages of development - and look at the "translation" for the business context in each case.
Application of the methodology in a business context
1. known world
In the movie: The everyday life of the heroine or hero. You are introduced to the nature of the world in which the story will take its course. You get to know routines and understand what shapes people.
In business: Clearly describe the current situation of your team/company. New German and in a nutshell: Meet people where they are. Put yourself in their shoes now. The helicopter view of managers does not always have to correspond to what the individual participants feel!
2. Call to adventure
In the movie, the heroine/hero is confronted with something that triggers the hero's journey. Often involuntarily at first. And yet it soon becomes clear: this journey cannot be avoided! You can see a moving example of such a call to adventure and the refusal to accept it in Rocky Balboa's speech to his son.
In business: Why is there a need to change the status quo in the comfortable, familiar world? What vision should be achieved at the end of the journey? What is the big WHY? And why should you start NOW with your team/company?
3. refusal
In the movie, the heroes often initially develop resistance to the call to adventure. It's clear: not everything is perfect in the known world, but it's the only world we have and know. Or is it? So it's better to persevere.
In business, you address the concerns and resistance of your employees honestly and courageously. Really put yourself in their shoes; address challenges clearly. And please don't just be technical and factual - refusal is first and foremost a psychological issue that stems from our fear of change. You can address this! But not from the top down, but as someone who also feels it.
Which brings us directly to the next point.
4th meeting of the mentor
In the movie, the heroine/hero's inner resistance is usually resolved through an encounter with a mentor.
In business, you are often this mentor yourself. After all, as a manager, you always act as a role model. If you and your team/company are on the eve of a major change journey, then work out your legitimacy as a leader in this particular context. Away from hierarchical thoughts, of course. No, it's about being approachable; sharing experiences. Ideally, you should remember your own change journeys from which you have gained insights that will give your employees courage and confidence. Barak Obama has a fantastic command of this kind of anticipation of the journey ahead in his own personal history. For example, in his famous convention speech in 2004 on the occasion of John Kerry's election.
5. exceeding the first threshold
In the movie, this is the first, decisive step that leads the hero/heroine out of the known world and into the unknown world of adventure.
In business, it's all about creating momentum quickly. The so-called quick wins therefore make real sense.
6. trials, allies and enemies
In the movie, the heroine/hero is confronted with tests of endurance, has to defend himself/herself against enemies and also finds friends and allies.
In business: You can't do it often enough - name the challenges that will come for everyone. If there could be "brakemen" or opponents - anticipate that too. They don't have to be enemies ;-). Important: Link everything emotionally to your strong vision of what can ultimately be achieved for everyone.
7. approach to the deepest cave
In the movie, the hero/heroine approaches the point of the greatest, decisive and all-changing challenge.
In business, you should now sharpen up your rhetoric: What is the absolute core challenge in the entire change? And the greatest pain associated with it?
8 Decisive test
In the movie, this is the decisive moment of change. It can be something powerful on the outside - a fight, for example. But it can also be a quiet inner realization, a leap over one's own shadow - from then on everything is different...
In business, this is the highlight of your storytelling support: here you appeal to the team's skills, cohesion and courage. After all, life usually gives us a strong community in which we can overcome major challenges. It makes perfect sense to make a link here to the 9th stage of the journey...
9. reward
To put it somewhat mystically, movie stories are about finally obtaining the "elixir". Whatever kind this is exactly.
In business, it is synonymous with the state that is reached when the grand vision has been realized. And above all, it also refers to an internal "state". Because even if we managers practically always strive for an external impact, for the people who are supposed to bring this about, it is also always about an inner journey. So don't just get employees excited about the new external circumstances, but make them want to experience the inner growth that comes with it.
10. way back
In the movie, the heroine/hero sets off on the path back to the "old" known world. And of course it is clear that our transformed heroine will now have an impact here too...
The business parallel here is of course the classic "lessons learned" - because what do you do on the way back? You review everything again. Don't miss the opportunity here to work out emotionally what the team/company has achieved on this change journey. We humans tend to forget what we have achieved. Make it clear what new skills you have gained and how you are now even better equipped for new challenges. But before you tackle them: celebrate!
11th resurrection and 12th return with the elixir
While the heroine/hero in the movie often has to fight one last battle and then returns home transformed, in a business context it makes sense to focus primarily on transcendence. We humans all strive to leave something behind. I would argue: to make the world a better place for others (at least when we are in true connection with ourselves). Building on the newly acquired skills that you have worked out in the lessons learned, you can now broaden your view once again: Show how everyone involved in this change journey can help other employees in the company, other teams and other locations to master their upcoming transformations. This is how we grow beyond ourselves.
A few final thoughts
- You can't tell these change stories often enough. We used to all sit around the campfire in the evening and tell each other stories anyway. That bonded us together and it's not so bad if we can feel that bond again more often today. Then the campfire can be called a fireside chat for all I care ;-)
- Of course, you don't have to stick slavishly to the order here! On the contrary: it can be even more effective rhetorically and even more exciting for the audience if you anticipate, recall, repeat, etc. ...
- It makes sense to anticipate everything before the start of a major transformation. However, it is just as important to create orientation in the change story again and again during the process. With a review, status and outlook.
- By the way, the whole thing also works in private - if you tell yourself your own transformation stories!
- And last but not least: it's the attitude that counts! If you reel off unempathically, you won't be listened to more deeply. Get emotionally involved - just like those you take with you on your journey.
Have fun and success with your adventurous transformations!
