Winning the story wars
Free Range Studios co-founder Jonah Sachs understood early on the disruptive power the Internet would have on the broadcast era.
Seeing the trend as early as 1997 when he graduated from college, Sachs’ remembers realizing that big media would no longer be the only storyteller; through social technologies people would soon be able to share “their most favorite, passionate and inspirational ideas.”
It was a transition Sachs wanted to be part of.
“I committed myself right then and there to say ‘I want to be part of this wave, I want to figure out how we can take advantage of this cultural moment where people are going to be able to share their ideas and help figure out how to get ideas to really spread to change the world,’” recalls Sachs.
It’s been a 15-year journey for Sachs, whose most recent culmination is a book on the topic entitled Winning the Story Wars.
The book is a deep dive into what makes a good story. While Free Range, a creative design and storytelling agency, has created successful campaigns including “The Story of Stuff,” an examination of consumption that has 2.3 million views on YouTube, Sachs says much of the organization’s work has been based on intuition.
In preparation for the book, Sachs spent two years researching the underpinnings of story, delving into folklore, mythology, anthropology, neuroscience, even spirituality.