The Hero’s Pitch

It is the most basic of all stories, common to every culture and probably written first in our genes.  The Hero’s Journey is a powerful tale of destiny, determination, usually reluctance and doubt, culminating in a victory that inspires and gives great gifts to the world.  It can be told as Luke Skywalker or Harry Potter, over and over again, with infinite variation.

What is less obvious is that, as a powerful archetype, it is also used to sell.

The Hero’s Journey is important to much advertising, especially when it comes to political campaigns.  It is worth getting to know at the gut level it springs from not just to sell people and things, but also for its effect on the narrative that shapes our world.

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