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InnovationNarrativeResearch

Audience-Centred Storytelling

IMAGE: Astronaut embarking on journey

Narrative concepts are often developed in a bubble. The writer comes up with an idea and away the team goes, often only asking at the very end, “Does anyone actually want to see this?”

IMAGE: a straight line with Idea, through production to "Will anyone want this?" Old Fashioned Linear Concept Dev
Industries like technology, software and product design approach what they do very differently.

IMAGE: a cycle showing an idea, tested against who might want it, what they like, leading to change and adapting. Iterative Concept Development

Audience-centred storytelling uses human-centred design principles (a mix of UX, Design Thinking and Lean methodologies) to bring the audience in from day one, before a single word is written, to test the idea of a creative team. The best creatives know that a brief, or some sort of constraint is needed. it’s against this constraint that creativity is used in order to overcome those limitations. Give someone a blank piece of paper and say, “Be creative” and everyone is in for a world of hurt.

Orson welles quote The Enemy of Art is the Absence of Limitations

The X Gene is pioneering what it calls Audience-Centred Storytelling, working with other pioneering geniuses like Kylie Eddy at Lean Filmmaking, meaningful strategic designers Huddle, and forward thinking distributors The Backlot Studios to prototype, test and reiterate the steps and processes that let us either take a concept and ensure it’s gonna connect with a valuable audience, or start with a valuable audience and get them to help us create a story they’ll love.