Erickson - How to Hack Humans: Storytelling for Startups

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HOW TO

HACK

HUMANS

Storytelling for Startups

Seth Erickson

2021

All rights reserved. No portion of this book may be reproduced or transmitted in any form or by any meanselectronic, mechanical, photocopy, recording, scanning, or otherexcept for brief quotations in critical reviews or articles, without the publishers prior written permission.

Author: Seth Erickson

Company: Storify Agency

TABLE OF CONTENTS

PART 1 - WHY STORY

PART 2 - WHAT IS A STORY

PART 3 - HOW TO TELL A STORY

SUMMARY

PART 4 - OTHER RELEVANT STUFF

[BONUS]

[BONUS]

[BONUS]

[BONUS]

[BONUS]

[BONUS]

THE ANTI-BORING-ASS INTRODUCTION

Welcome to the Jungle by Guns N Roses

I hate reading introductions. Introductions are boring. Mostly I just want the author to get to the point. But, conversely, this intro is just to set the stage because youre about to go on a journey. Also, thanks for buying this book. Really, it means a lot to me, and for that, I thank you.

1. Expectations
   Its important to point out what this book is, and what it isnt. First off, I cant make a bad idea good by teaching you how to hack humans. Writing bad code is still bad code. Thats like asking me to turn lead into gold. Second, I have no idea if theres a market for cockroach condoms using nano-technology. The market decides what it wants. So well start with the assumption that you have a great idea. What this book can do is help you clearly communicate the value of that idea through your startup .
   So why do we need to hack humans? Well, because you're working against competition, crappy marketing, bias, and a hell of a lot of noise. All of these things are assaulting the human-computer daily, also known as the brain. This constant assault creates noise and confusion. Think of a hard drive that needs to be defragged and an OS out of RAM. So whats the solution?
   The answer is simple. Use storytelling to cut through the noise and write or rewrite applications on the OS. However, to do this effectively, you have to understand three things. First, you need a primer in neuroscience. Well call this the why. Second, you need to understand what story is about. This is the what. Third, youll need some guidance around the correct application of your story . Otherwise, complications due to rashes, swelling, and the urge to compulsively gamble may arise. Again, this is the how.
2. Humor and Interactivity
   Most business books are tedious and hard to read because of a lack of humor or personality. So Ill try to make this book fun to read by injecting humor, a little adult language, and a dash of interactivity.
   If humor isnt your thing, or you were never born with a funny bone, throw this book in the trash. Well, first buy it, give it a five-star review, and then throw it in the trash. Ill still be explaining how to hack humans with analogies and clear writing anyone can understand. At least with what I think is clear writing.
   The interactive bit is broken up in a few ways. I may reference a page number for you to go to or ask you to take action. Dont worry; theres no pop quiz. Also, youll notice each chapter has a song listed with the track and artist. Each track embodies the feel and vibe of the chapter. You can listen along or ignore.
   Spotify
   https://open.spotify.com/playlist/1ViQgKF04oayTHkhfwRDDH?si=f2c769b4981d4475
   YouTube
   https://www.youtube.com/playlist?list=PLMLLrI2KoaT4xOqV0Bcho785PgVTXRt4C
3. Problem
   Most startups follow the same pattern. The thinking goes like this: If I create product X and tell customer Y about it, theyll buy it. Yes, I realize this is an oversimplification; however, youre dead in the water if you cant communicate value. Your potential customers wont care, and neither will your future or current investors. This is why you need to learn how to hack humans.
4. Solution
   It may sound over the top to hack humans, but my goal is to show you how to use organic technology thats thousands of years old, which is also the same amount of time it takes to build an IKEA bookcase. Furthermore, Im working with a simple premise. The brain is the first computer. Emotions are the operating system. Stories are the programs, and storytelling is the language to write the programs. I chose this analogy because Ive never heard anyone mention it before, and secondly, it makes sense in the startup world since many startups are tech-focused.
   To start us out, Ill back up my claims with what neuroscience tells us about how the brain works. Then well dive a little bit further into the OS. After that, well learn about storytelling, and finally, well talk about how to write good stories and branding. Think of it as the why, what, and how of hacking humans.

Its been a long and challenging path. How to Hack Humans was born out of personal failure, frustration, and good old-fashioned confusion. You know... the fun stuff that we all love! I dont tell you this for sympathy. I tell you this to let you know Ive been there. I understand youre looking for a better way. Hacking humans is an alternative to screaming for attention, tricking, or manipulating customers into buying, and also more effective than crying yourself to sleep while staring at the yawning abyss of madness.

Think of me as Prometheus, stealing fire from the gods and bringing it to you because everyone should know about fire and how to wield it. It is not just to improve and enhance your own life but also the lives of the customers and investors you serve.

NEUROSCIENCE FTW!

La Femme Dargent by Air

T he brain is a computer. Stories are the programsstorytelling is how you write the code. If you want to hack humans, you need to understand how to write in the language best suited for the human-computer. Neuroscience is the path to understanding how the brain works. Its sort of like Dorothy taking a peek behind the curtain to see what The Wizard is doing. Hopefully, hes not drunk this time... The lawsuits were outrageous!

Ok, so what does Neuroscience tell us about stories and the brain? Well, a lot, actually. Instead of going deep into the complexity of science, well focus on a few essential points so you can understand more about the computer youre going to hack. If you want to know more than what I discuss here, google it. There are literally hundreds of research papers on the topic. I read them; theyre boring.

1. Brain Activity
   Did you know that only two parts of the brain respond when the brain hears facts and figures? These areas are called Brocas area and Wernickes area. Essentially they are the language processing parts in the brain, where we translate words into meaning. And thats it, nothing else. This is why you can sit through a boring presentation and not remember a single damned thing about what the speaker said.
   On the other hand, when someone hears a story, up to seven different areas of the brain light up. These areas are the Primary Motor Cortex, Brocas Area, Arcuate Fasciculus, Primary Auditory Cortex, Wernickes Area, Angular Gyrus, and Primary Visual Cortex. So with a story, we arent just hearing whats happening. Were feeling and experiencing it ourselves.

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