STORY AS ASERVICE

© Thom Pulliam 1

a design-thinking approach to programming for audiences, contents, formats, platforms, and payments.

in the coming age of

singularity

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2005 2007 2009 2011 2013 2015

the event is coming soon.

a quantum jump.

passive

linear

distributed

immersive

finite

1 screen

transmedia

promo campaign

release and repeat

talent, fans, viewers, advertisers

FROM TOco-developed

multidimensional

discovered

immersed

expanding

nth screens

omnimedia

extended narrative

reflexive and always-on

players, supporters, sponsors

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we live inside multiple realms.

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we surround ourselves with stories...

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...and we have made ourselves the story.

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life as storystory as life

we play out our characters on the world stage.

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we arethe story...

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...and the story is us.

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we’re the marketing too.

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fiction–reality blur, 4th wall breaks.

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elaborate stories on the screen...

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...are now experiential realities to be played.

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we cast ourselves in the story of our choosing...

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within a larger matrix.

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story is about living inside experience with endless possibilities to participate and create.

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together we engage with mass stories

on personally customized

terms...

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...contributingto an ever

ongoing, expanding narrative...

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...experienced across a

multiplicity of characters,platforms,

and formats...

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...financially sponsored by fans...

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...according to the value created...

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...made effortless by new payment systems...

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...merchandised worldwide...

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...and sponsored by brands...

“I love the idea of an ad campaign that is not interruptive, so instead of taking over your screen, it takes over your life.”

Frank RoseFounder, the Digital Storytelling LabColumbia University

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what is Story as a Service (SaaS)?SaaS is a paradigm in which a story-world is built and inhabited by and with users. Putting the user at the center of their experience as an expanding, interactive narrative surrounds them. The story unfolds under the mechanics by which everyone plays – a multiplicity of characters and storylines interacting, weaving and evolving. Content occurs across various formats and platforms, it spreads through conversation and is paid for in value-based models, subscriptions, and sponsorships.

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SaaS breaks illusory timelines.

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SaaS is experientially human, it can’t be replicated by A.I. (yet).

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SaaS is the narrative thread navigating a techno-mediacratic environment.

1. becoming

2. cognifying

3. flowing

4. screening

5. accessing

6. sharing

7. filtering

8. remixing

9. interacting

10. tracking

11. questioning

12. beginning

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SaaS is an exponentially expanding collective journey.

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what is design thinking?It’s a strategic process that produces tangible results. It’s about generating new ideas, not reworking old ones. It’s about understanding what people want, not just what the numbers say. Design thinking uses the fundamental principles of design to solve challenges.

Story as a Service is constructed with design-thinking.

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principles of design-thinking:1 personalKnow your audiences in and out. See things from their point of view. Think about how your story serves their lives.

2 collaborativeGreat ideas are the product of many. Ask thoughtful questions; work within context and contribute, build and share without judgement.

3 abductiveAct on what’s probable, not what’s certain. Push to live in the land of “what if”, even if it’s uncomfortable.

4 experimentalBuild it, try it, act it out. Test your theories and ideas. It’s OK to make mistakes. Often they lead to even better solutions.

5 integrativeThere is not always a right or wrong answer. Instead of choosing one idea over another, try to create a new model. Sometimes innovation lies in the middle.

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elements of service design:1 agentsAll the people that touch the story experience, directly or indirectly. (talent, content creators, audiences, customers)

2 propsTools that help the story deliver on the larger mission and the customers to interact with the experience, including any mediating technology. (merchandise, apps, content, events)

3 settingThe various places and situations where the story experience occurs, both physical and virtual. (stores, websites, channels)

4 processThe operational systems, flow of activities and overall choreography that influence the experience and how it rolls out. (marketing, development, distribution)

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SaaS is a current of content that is responsive, always-on, reflexive, self-aware,and agile.

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SaaS spans all platforms.

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SaaS capitalizes on the lucrative digital market.

Source: http://www.kpcb.com/blog/2016-internet-trends-report

SaaS is powered by leading edge videocapabilities.

© Thom Pulliam 42Source: http://www.kpcb.com/blog/2016-internet-trends-report

inputs for SaaS development:genre selection

cultural trends

current events

technological innovations

story narrative

brand attributes

personas

journey mapping

content calendar© Thom Pulliam 43

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Thom PulliamThom is a global creative strategist, consultant, and executive working with talent, brands, tech, and entertainment.

Coming from advertising agencies, brand consultancies, innovation firms, entertainment companies, and coaching and leadership organizations from Los Angeles to London— Thom illuminates, clarifies, and brings inspiration and flow to those doing the new and next.

He is an expert in research and insights, positioning, messaging, creative concepting, branding, and audience development.

Thom's deep experience with new media innovation includes executing projects involving IPTV, VR, AR, live-streaming, holograms, avatars, 3D Cameras, major and niche social networks, transmedia, machine learning, bots, digital goods, blockchain, AI, IOT, and new Google tech.

Recent entertainment consulting work includes HBO's WestWorld, The Network, and True Detective, Showtime’s Twin Peaks, Syfy’s Incorporated, DreamWork's Trolls, Warner Brothers Lego Batman Movie, and Bethseda’s Quake Champions.

A few top clients Thom has done branding, communications, and innovation strategy for include: Google, YouTube, Intel, Verizon, Amazon Video, vAtomic Systems, Adidas Neo, Adidas Originals, Men’s Wearhouse, Coca-Cola, MINI, Nikon, Patrón, Beam Suntory, Joseph Abboud, Frederique Van Der Wahl, Ronald McDonald House Charities, and European Commission.

about the author

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thom@catalysis.colinkedin.com/in/thompulliamLos Angeles, California

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