The founders of startup Goldie Blox™ are facing a hard lesson in basic intellectual property (business naiveté, not maliciousness, IMO) but that’s a “Whole Other Show” (as Oprah says). I’d like to focus on the magic and genius which got Goldie Blox™ ad 8 million hits, features on national TV, international recognition. As far as startups go, it’s got to be the biggest PR coup of 2013. Founder Debbie Sterling discovered a valuable niche in the kids’ toy industry. But the way the STORY is told in the ad itself that has captured our hearts, minds and credit card numbers. WHY? Joseph Campbell, American mythologist and writer, would tell us the ad captures all the elements of a great myth. Campbell’s concept of monomyth (one myth) refers to the theory that sees all mythic narratives as variations of a single great story. Star Wars, Finding Nemo, Harry Potter, the Bible, ancient mythology. George Lucas credits Joseph Campbell as his inspiration and the real A-HA in the final writing of Star Wars. The key to great PR and great marketing can be broken down in the same elements and momomyth. In order to capture hearts and minds, companies need to tell a story that resonates. Does your product story have a hero with a call to adventure? Goldie Blox™: A little girl. Call to adventure? Engineering their own toys. Who is the villain? For Goldie
Blox™, it’s the sexist-stereotyping pink toys. If your startup does not have its story, it needs one.