I had a call recently with Bobby Podesta, a 20-year veteran animator at Pixar. The call was supposed to be about Responsive Conference, my annual conference about work. Instead, we spent the entire time talking about storytelling.
I've been telling stories since I was quite young, but I've really only studied storytelling since starting Zander Media.
Bobby, a professional storyteller, crisply described story structure in four parts: the setup, catalyst, turning, and resolution. Bobby began his career illustrating comic books, so when he describes the four parts of a story, he references the four frames of a comic strip. First, each of these four parts:
- Setup – establishes the world in which we find ourselves
- Change – something new that disrupts the norm
- Turning – a twist or reveal
- Resolution – the payoff or conclusion
To illustrate these stages, Bobby told me the story of Steve Jobs’ introduction of the iPod nano – and the importance of a turning point in making Job’s pitch both compelling and memorable.
Setup
Jobs walks through Apple’s music strategy and the success of the original iPod. “We’ve got the best music store, the best software, and the best player.”
Change
He announces a new product: the iPod mini: “Today we’re introducing a second member to the iPod family.” He describes its features, shows a comparison chart, builds anticipation. But no actual product is visible.
Turning
Then, Job pauses, smiles, and asks: “You ever wonder what this pocket is for?” (He points to the tiny coin pocket in his jeans.) “I’ve always wondered that.” Then, he pulls the iPod mini out of that pocket. It’s a dramatic reveal.
Resolution
The room erupts in applause. The narrative lands: Apple has not only made a new device. They’ve redefined what a small music player can mean.
As Bobby pointed out to me in telling this story, this could have happened without the turning point. But without that moment of suspense and emotional engagement, it wouldn’t be memorable. By pausing and asking a simple, unexpected question, Jobs completely changed the audience’s experience.
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Homework
Next time you are telling a story – whether selling a client, recounting an anecdote from your day, or reading your kid a book – make note of the turning. Notice how including or leaving out that third frame changes the way the story resonates with your audience. By consciously incorporating turning points, you’ll elevate your storytelling, ensuring your stories resonate and remain memorable.
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3 things I’ve loved this week
Podcast I’m listening to:
Chris Hutchins on The Tim Ferriss Show
I've never gone deep down the travel-hacking rabbit hole, but I do like to accumulate airline points. Periodically, I’ll sign up for a new credit card for the signing bonus.
Chris Hutchins is the genius behind the All the Hacks podcast, and this interview re-inspires me to actually do something with my 500k airline points.
It was also a good reminder that when I’m stuck the best way to begin is to start small.
Article I’m reading:
Iron and The Soul
This last paragraph captures the spirit of the entire essay:
The Iron never lies to you. You can walk outside and listen to all kinds of talk, get told that you’re a god or a total bastard. The Iron will always kick you the real deal. The Iron is the great reference point, the all-knowing perspective giver. Always there like a beacon in the pitch black. I have found the Iron to be my greatest friend. It never freaks out on me, never runs. Friends may come and go. But two hundred pounds is always two hundred pounds.
Tool I love:
Casfuy Dog Nail Grinder
I've always struggled to cut my dog's nails. I've tried clippers, groomers, and even just running her on concrete to wear them down. Then, last week, I found these nail grinders, which – deservedly – have nearly 100,000 five star reviews.
Irrelevant if you don't have a cat or dog. Irreplaceable, if you do.
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Support Snafu
This newsletter is free and I don’t run ads. But I do spend dozens of hours researching and writing about selling each week. Here’s how you can support:
Share Snafu - If you're enjoying Snafu, it would mean the world to me if you would share it with one person who you think would like it. What friend, co-worker, or family member comes to mind? Forward this along!
Books by Robin - I've published two books - so far! If you’re interested in learning to do a handstand, check out How to Do a Handstand. If you’re building a company or want to improve your company’s culture, read Responsive: What It Takes to Create a Thriving Organization.
Responsive Conference - This is my single big event of the year, and 2025 is shaping up to be incredible. I'd love to see you there!
Thanks for your support. It means the world.
Until next week,
Robin
