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archetypes-storytelling-arcs

Use this skill when designing narrative content — landing pages, case studies, onboarding flows, marketing campaigns, sales decks, ad arcs. Trigger when picking how to frame a customer story, when writing a launch campaign, or when the user mentions "this campaign feels flat" or "we need a better narrative." Sub-aspect of `archetypes`; read that first.

plugins/HDeibler/universal-design-principles/plugins/aesthetics-and-emotion-principles/skills/archetypes-storytelling-arcs/SKILL.md

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# Storytelling arcs and the hero's journey

Stories are the most efficient way to convey emotional truth. A list of features is forgotten; a story of a user transformed by a product is remembered. Archetypes structure stories — the hero's journey is the most-cited template — and using them deliberately makes marketing, onboarding, and case studies dramatically more effective.

## The hero's journey (Campbell, 1949)

Joseph Campbell distilled cross-cultural mythology into a single recurring pattern. The full version has 17 stages; the simplified product-narrative version has roughly 8:

1. **Ordinary world** — the user's status quo (their pain, their constraint).
2. **Call to adventure** — the product is introduced.
3. **Hesitation** — the natural skepticism, the reasons not to.
4. **Mentor** — the product (or its team) offers guidance.
5. **Crossing the threshold** — first use, signing up.
6. **Trials** — the work of using the product.