12x34 Story Framework rests on the critical theory of the mono myth by Joseph Campbell. Backed by many years of practice and research, Kehinde created and uses the 12x34 framework to guide for-profit, not-for-profit businesses, and brands that want to tell stories that mean business.
3 Dimensional Context Board
Introduce your consumer/stakeholder. Who? Use the first box to describe the basics: who they are, where they are etc. Use the second box to describe what bothers them/ What keeps them up at night. Use the last shaded box to describe what she/he/they want “so bad” out of life. Screenwriters call this THE DRAMATIC NEED.
Your Conflict Board
In this box, you want to write down the major obstacle in the way of your character’s DRAMATIC NEED. The PAIN POINT. In the X box, describe the villain causing this incredible pain. The villain may be human, a system, an internal struggle, a habit etc. Give it an adjective. A broken justice system, the wicked stepmother, a culture of toxic masculinity, etc.
The Intervention Board
Then - Poof! A fairy godmother came with a ball gown, glass slippers, and glammed Cinderella up for the ball. How does your brand/company/organization save the central character - your client? What miracle do you perform? What do you offer? A family vacation? A pro-bono legal counsel? A free writing workshop? Make sure you are solving the problem identified in the storyboard 2.
Your Reason for Being Story
This is the most critical part of a Purpose-told story. Lays out the why behind your mission. The purpose. The emotional hook. The formula is simple. Go back to the storyboard one. Pick the shaded portion and rewrite it. Bingo. That’s your purpose. Your purpose is to fulfill the dramatic need of your client/consumer/population. To make every child achieve their potential (UNICEF.) To refresh the world body and spirit. (Coca-Cola.) To make our communities safe spaces for kids to grow.
Bring it altogether
Use the transmedia sheet to plot how the story goes out. You’d see that the most important board is the storyboard 4. Your reason for being. During our workshops, we use key design thinking principles to guide these stories, and how we tell them. 12x34 is a proven resource for those who want their story to mean business. See the next workshop and research work in the contact page. Workshop Request? We can show you how to use 12x34 workbook to frame your next big venture.