Last time on Story Masters, we dug into two aims that should underpin all your brand storytelling: defamiliarizing your audience, and building a willing suspension of disbelief.

This time, Gast贸n is looking at the building blocks of story: how you structure it, and why those structures are important in modern marketing.

It's more than just "start, middle, end", or googling "three-act structure". By thinking hard about how your marketing stories are structured will influence how your audience engages and journies through them.

Listen to the episode and more

Key talking points

  • What are story structures, and why are they important?
  • The difference between "acts" and "scenes".
  • Examples of story structures in practice in modern marketing, and how you can do the same.

About Gast贸n Tourn

Gast贸n Tourn is CMO at Curio, the app to listen to news and insights from the world's most trusted publications. Before Curio, he was CMO at Badoo Group (now Bumble Group), Emma 鈥 The Sleep Company and Appear Here. He also worked in marketing at Google across several international markets, from Brazil to the UK.

Gast贸n studied Communication at the University of Buenos Aires, completed an MBA program in Marketing at The Wharton School and a Master's in Creative Writing at Oxford University. If that wasn't nerd enough, he is currently studying for a Master's in Software Engineering at Harvard University, as he dreams of becoming a code poet.


Looking for more ways to enhance your storytelling skills? Our Storytelling Certified: Masters course is the perfect place, where you can learn effective frameworks to enhance your brand stories.

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