Explanation:
In story terms, the outer journey refers to the things that we do, and a change in the physical world, while the inner journey refers to the way that we think, and a change in our attitudes.
These two journeys are, of course, connected and interdependent. From a psychological perspective, testing our hypotheses about the world through our actions and revising them in light of our experience serves to shape our future attitudes. Those attitudes then inform our future actions, which shape our attitudes, which inform our actions and so on.
From a story as strategy perspective, they are connected by the conscious wants and unconscious needs of your hero:
The ‘outer world’ journey that you are inviting your stakeholders to undertake relates to the actions they need to take to get something they want whether that is buying your product, joining your company, or making an investment.
The ‘inner world’ journey relates to the way that taking those actions to get the thing they want will satisfy the things that they need, and change their attitudes or sense of self.
Carefully considering the relationship between the outer and inner journeys inherent in your company’s story can significantly increase its effectiveness. It is these inner world journeys that inform those crucial networks of stories we believe that inform our “cultures of control”, ensuring loyalty and long-term custom from across your stakeholder groups.
So how can you make sure that the outer journey of your company story is maximising the effectiveness of your customers’, investors’ and employees’ inner journey? The answer lies in understanding plots…