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Story Rebel

Heroic


Hey rebels!

In last week’s newsletter, I mentioned the Hero’s Journey when I shared the 30-second signature story formula.

Several of you wrote back with your examples of 30-second stories (thank you! They were awesome!) Several more wrote back asking me to go a bit deeper on the Hero’s Journey idea.

So that’s the subject of this week’s deep dive.

On a related note, I'm developing a new free training and story-to-sales toolkit to help folks not just get to the heart of their story, but quickly plug it into their marketing. If you're interested in beta testing any of the tools, hit reply and let me know!

Happy storytelling!

—JK

IN THIS ISSUE:

  • Tiny Digital Worlds
  • How to use the Hero's Journey
  • Marketing trends for 2026
  • Indie author training

🌍 I was going to link you to a powerful essay that André Chaperon wrote on creating experiences for our audience, but when I tried, I realized it was restricted to his newsletter subscribers. So instead let me invite you to subscribe to his newest venture: Tiny Digital Worlds.

You may know André from the popular course he ran years ago called the Art of Email (or, earlier, Autoresponder Madness). I was first introduced to his work at the Smarter Artist Summit in Austin back in 2017, and have been an avid reader ever since.

I love his ethos of fiercely building something powerful, and inviting others into your world. As he writes in "Survival Guide to Building a Digital World":

Online platforms (controlled by a few dominant billion-dollar players), while democratizing content creation, often seduce creators into a “rented” digital existence. Here, the illusion of free access masks the reality of lost control and dependence.
But sovereign creators don’t play this game.
In contrast, sovereign creators cultivate their “garden” on owned land, prioritizing quality and direct audience engagement over the erratic spikes driven by external platforms.
As sovereign creators, we define our path, creating content on our terms, building our assets, and fostering relationships with our audience directly.
We’re a specific ilk of creator.
This is not just about creation; it’s a declaration of independence in the digital age.

As we discussed a few weeks ago, if you're marketing in the modern age, you're in the creator economy now—no matter what your "real" business is.

So. What kind of world are you building?

The Hero's Journey

I was a certified mythology nerd in middle school and high school, so when I came across a battered copy of Joseph Campbell’s The Power of Myth in my favorite used book store, I was mesmerized.

It’s the companion book to a 1988 6-part PBS documentary series by the same title, and is structured as a conversation between Joseph Campbell and journalist Bill Moyers. In it, Campbell dives deep into the universality of myths and how they help us understand our own individual journey. In other words, how the popular stories we tell—regardless of culture—are actually mirrors of our internal landscape.

I’d already noticed how many similarities there were in myths from around the world: origin stories, original sins, floods. But Campbell focused in on the stories of heroes spanning cultures and millennia, and pointed out that most follow a specific pattern of transformation:

Hero's Journey: Leave the known world —> get changed in the unknown —> return with something useful to share.

As a teenager, realizing that I was on a path that many had trod before me was oddly comforting.

I distinctly remember writing this quote in my notebook:

“Furthermore, we have not even to risk the adventure alone, for the heroes of all time have gone before us. The labyrinth is thoroughly known. We have only to follow the thread of the hero path, and where we had thought to find an abomination, we shall find a god. And where we had thought to slay another, we shall slay ourselves. Where we had thought to travel outward, we will come to the center of our own existence. And where we had thought to be alone, we will be with all the world.”

Epic stories of struggle and transformation are popular for a reason: we can all relate.

We’ve all been there.

No matter where we’re at in our journey, each of us is always somewhere in this cycle:

  • Before (the familiar pain of the status quo)
  • During (the messy middle of the struggle)
  • After (the new normal, the promised land—before it becomes the status quo once more)

So, today we’re going back to the OG: Joseph Campbell and the monomyth theory he outlined in his 1949 book The Hero With a Thousand Faces.

In true Story Rebel fashion, though, we won’t stay theoretical—we’re getting practical.

We’ll be taking Campbell’s framework and talking about how to apply this stuff when you’re writing an About page, filming a reel, pitching a podcast host, or just trying to explain what you do to someone at a networking event.

—> Plus, at the very end of this post, you'll find a 30-SECOND SIGNATURE STORY TEMPLATE based on the Hero's Journey.

But before we dive in I want to point something out:

The Monomyth is Not the Only Myth

There’s a lot to critique about Campbell’s work.

It has a pretty big Western bias. Plus, he cherry-picked the blockbuster heroic stories out of the mix, leaving aside anything that didn’t particularly line up with the monomyth that he saw emerging from those more heroic epics.

Many powerful stories (especially community-based and ensemble stories) don’t fit neatly into his monomyth. Trying to force every mythic story into his framing flattens a world of weird, beautiful, and specific cultural storytelling traditions.

I first realized this in college, while writing a fantasy novel that never saw the light of day. The mythology of my made-up world did not follow the Hero’s Journey logic I thought I had to emulate—and neither did my heroine’s journey. I finally realized it mattered more to sync her journey with her culture’s mythology than to force Campbell’s shape onto her story.

Along with having tunnel vision, the Hero’s Journey is also very masculine-coded.

Of course, Campbell specifically said that the journey is gender-neutral, and back when he was writing, using “he,” his,” and “mankind” were still the accepted “genderless neutral pronouns” that meant everyone.

(That was still the case even when I was in college. For required hilarious reading on the topic of how we are all men, check out “Introducing Myself” by Ursula K. Le Guin.)

But protesting that “‘he’ pronouns include women” isn’t the same as deliberately including the stories of women and nonbinary heroes in the monomyth.

(Much like how women are more likely to sustain injuries in car crashes because all the crash test dummies are still designed around male bodies, even in this, the year of our lord 2025. [NPR].)

So:

  • If you want to read a wonderful update to the Hero’s Journey that centers the stories of women, check out The Heroine’s Journey by Gail Carriger.
  • And if you want to read a beautiful essay on non-heroic stories—stories that are containers instead of weapons—I again point you to Le Guin and “The Carrier Bag Theory of Fiction.”

The Hero's Journey may be flawed….

But the Hero's Journey Nails Transformations

All of this is say: if trying to conform your story to the Hero’s Journey makes you feel false, performative, or like you’re cosplaying a Marvel trailer, you’re not “doing it wrong.”

You’re noticing the limits of the tool.

But, if you’re in the business of guiding people through transformations, it’s an incredible framework for getting laser-focused on the steps of that journey.

The Hero’s Journey is a transformation blueprint. And, for our purposes, the goal of using it isn’t to make your origin story “epic”—it’s to make it clear.

Let’s get into the meat of it.

The Steps of the Hero’s Journey

The Hero’s Journey is often summarized as Departure →Initiation →Return....

—> Read the rest of the post on the Story Rebel blog.

🤓 The 8 Marketing Trends I'm Seeing in 2026 (over on Marketer Milk) was a useful high-level read. A bit more aimed at professional marketers, but I'm paying a lot of attention to point #3: SEO blogging makes a comeback for AEO.

Blogging's back, yo.

✏️ Hey, indie authors! Are you plugged into the new training initiative from Indie Author Magazine? Their upcoming series of webinars for authors is 🔥, with topics on craft, mindset, business, and Kickstarter on the horizon.

Talk soon,

JK

Written by Jessie Kwak

Story Rebel

Learn how your story can help you grow your business, spread your message, and make an impact in the world.

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