The Storytelling Lab

"It's not just what you say—it's how you say it. And who you're saying it to." — Esther OyetunjiWhat makes a story unforgettable? At this year’s Full Frame Documentary Film Festival in Durham, North Carolina, Rain Bennett spoke with three sets of storytellers, each using a different medium, subject, and method—but all working toward the same goal: to move their audience. In this special episode, Rain shares his conversations with Jennifer Tiexiera and Guy Mossman, the co-directors of SPEAK, the film’s star Esther Oyetunji, and Ned Phillips, co-director of The Last Partera.From the deeply collaborative filmmaking process behind SPEAK, to the competitive, emotionally resonant stage presence of Esther, to Ned’s eight-year journey of capturing the fading legacy of Costa Rican midwifery—this episode is a masterclass in the versatility of documentary storytelling. You’ll learn how each of these artists found their story, built relationships with their subjects, overcame technical hurdles, and ultimately created something deeply meaningful. Whether you're a filmmaker, writer, speaker, or content creator, this episode will inspire you to embrace your own unique storytelling path.In this episode, you will:Discover the diversity of effective storytelling structures by seeing how different films—with wildly different pacing and tones—can still move audiences equally.Learn how collaboration strengthens creative vision, especially in co-directing, editing, and producing documentary projects.Explore the emotional precision of live storytelling through Esther’s championship-winning approach to connecting with and transforming her audience.Understand how curiosity can lead to powerful stories by following Ned’s journey from a single conversation in Costa Rica to an 8-year labor of love.Gain insight into staying the course creatively—how to finish the thing, even when funding dries up, motivation dips, or the world moves on.

"You have to give yourself permission to be terrible at being a business owner when you start." — Keenya KellyIn a world where social media platforms change by the week, how do you stay visible, build a loyal audience, and run a profitable business? Keenya Kelly has done just that—amassing over 500,000 TikTok followers and building a thriving brand across multiple platforms. In this episode of The Storytelling Lab, she sits down with Rain to talk about the reality behind going viral, how to grow your email list through short-form content, and how to avoid the burnout so many creators face.They discuss strategies for platform diversification, how creators can start thinking like entrepreneurs, and what it really takes to build long-term success online. Keenya also opens up about her journey from network marketing to becoming a top-tier content strategist—and why personal growth is essential to brand growth. Whether you’re just starting out or ready to scale, this episode is packed with real talk and real tactics to help you thrive in the ever-changing digital world.In this episode, you will learn to:Master the art and science of platform diversification by building a brand across multiple channels and driving audiences to your owned assets like email and SMS.Unlock the key to lasting success as a creator by adopting an entrepreneurial mindset and investing in your business skills.Discover the simple strategy to turn viral content into conversions using Keenya’s “sandwich method” of strategic content stacking.Build a team that supports your vision and reduces burnout so you can stay creative and consistent.Create a content funnel that nurtures and converts by focusing on opt-ins, micro-offers, and community building.

"It's not the frame of your house that makes it a beautiful home—but without it, the house falls apart. It's the same with your story." — Rain BennettWhat if we told you that some of the best stories of all time—from Toy Story to Finding Nemo—were all built on the same simple 8-step framework?In this episode of The Storytelling Lab, Rain breaks down the Story Spine, a storytelling structure originally developed by improv teacher Kenn Adams and later adopted by the storytelling giants at Pixar.Rain takes us through the full arc of this framework, from its humble beginnings in a California improv class to its now-iconic place in Pixar’s creative process. He shares how this deceptively simple structure helps storytellers stay grounded while crafting emotional, impactful narratives.You’ll also hear real movie examples (like The Goonies and Rocky) broken down with this method, and learn how to apply it to your own work—whether that’s a film, blog post, or Instagram caption. If you want to tell better stories with more clarity and impact, start with the spine.In this episode, you will learn to:Master the art and science of story structure by using the Story Spine to frame compelling narratives with clarity.Unlock the key to narrative flow by linking events with causation, not coincidence.Discover the simple strategy to show transformation with two powerful moments of change: the inciting incident and the climax.Learn how even top storytellers like Pixar use basic structure as a foundation before adding heart, character, and color.Apply a timeless framework to your own content—from short videos to keynote speeches to brand storytelling.

"Social media isn’t just a tool; it’s an opportunity to co-create stories with your audience. They don't need more information. They need insights, emotion, and most importantly, connection." - Cyndi ZaweskiBuilding a supportive community as a solopreneur, artist, or small business owner can feel overwhelming—especially if you’re an introvert. In this episode of The Storytelling Lab, Rain Bennett sits down with storytelling expert Cindy Zaweski to explore how sharing your authentic journey online can create deeper connections and real relationships, not just followers. Cindy shares her path from journalism to marketing, the lessons she learned from burnout, and how she rebuilt her business in a way that aligned with her true passions. If you’re struggling to find your audience, or wondering how to create content that actually resonates, this episode is for you!In this episode, you will learn to:Master the art and science of community building by using storytelling to create real relationships, not just followers.Unlock the key to authentic engagement by shifting your content from information-sharing to insight-driven storytelling.Discover the simple strategy to avoid burnout by aligning your brand storytelling with your true passions and values.Use social media as a storytelling tool to build trust, deepen connections, and strengthen your brand’s identity.Find the courage to pivot and evolve when your business no longer aligns with your goals—and use storytelling to make the transition seamless.

"South Park’s creators cracked the code on storytelling, and their method will instantly improve your stories." - Rain BennettIn this episode of the Storytelling Lab podcast, Rain discusses the common pitfalls that storytellers face, particularly the challenge of tying together various elements of a story to maintain audience engagement. But there is a simple yet powerful storytelling principle to help avoid this, straight from the creators of South Park: the "But, Therefore" model. This method ensures that every event in your story is causally linked, keeping your audience engaged and eager to know what happens next.Through examples from popular films and personal anecdotes, Rain illustrates how effective storytelling requires a clear cause-and-effect relationship between events, urging listeners to apply these techniques in their own storytelling endeavors. Whether you’re crafting a film, writing a LinkedIn post, or creating short-form content, this approach will transform how you structure your stories. Tune in to learn how to ditch the "And then…" trap and create stories that truly captivate.In this episode, you will learn:What simple model made the South Park creators excellent storytellersThe "and then..." trap and how easy it is to fall intoHow to structure stories for maximum engagementHow effective stories are made up of cause-and-effect chainsWhy rearranging your story in creative ways doesn't sacrifice the connection of story events

"You've got to get out of your own way. Put yourself out into the world, and just give it to the universe. Lean into the space shared with the world." — J. R. MartinezIn episode 184 of The Storytelling Lab podcast, J.R. Martinez, a best-selling author, keynote speaker, and actor, shares his inspiring journey of resilience and personal growth after being injured in the military. As Martinez recounts his experience of turning pain into power, he delves into the transformative power of mindset, the significance of vulnerability, and the ongoing process of self-discovery. Host Rain Bennett engages in a conversation that sheds light on the impact of challenging conversations, the importance of embracing vulnerability, and finding purpose through shared experiences. Martinez's narrative serves as a powerful example of overcoming adversity and the potential for growth through the shared stories of personal transformation. This episode offers valuable insights for individuals seeking resilience and personal growth, emphasizing the transformative power of mindset and the significance of embracing vulnerability in navigating life's challenges.In this episode, you will learn to:Embrace personal challenges as opportunities for growth.Discover the power of vulnerability in personal development.Utilize storytelling for emotional healing and resilience.Build a sense of community through the sharing of personal stories.Uncover the impact of journaling on mental well-being.

"We so rarely stop and realize when we're in good fortune. We don't understand when we're in ill fortune that we won't be there forever. It's just part of the shape of our story." — Rain BennettIn this episode of The Storytelling Lab podcast, Rain Bennett delves into Kurt Vonnegut's "Eight shapes of stories" theory, emphasizing its relevance in understanding the simplicity of storytelling, both in entertainment and real life. Using examples from popular culture, Rain explores each story shape, offering valuable insights that can be applied to various aspects of life and storytelling. This episode serves as a valuable resource for individuals seeking to better understand their own stories and navigate life's ups and downs with resilience and perspective. Whether one is a writer looking to understand narrative patterns or simply wants to gain a deeper understanding of their own stories, this episode of The Storytelling Lab provides a compelling exploration of storytelling and its relevance to our everyday lives.In this episode, you will learn to:Explore Kurt Vonnegut's shapes of stories theory to unlock the secrets of timeless storytelling structures.Uncover the powerful impact of storytelling on content marketing and how it can elevate your brand's message.Discover how AI technology is revolutionizing the analysis of story shapes, offering new insights into narrative patterns.Dive into the emotional arcs in storytelling and learn how to create compelling, resonant experiences for your audience.Master storytelling techniques that forge deeper connections with your audience, leaving a lasting impression on their hearts and minds.

"A great story will always win and find its home and its place in the world. So get better, do better, be better. And if you're in it to win it, then you stay with it and you evolve." — Rodes PhireIn this episode of The Storytelling Lab, Rodes Phire, an independent filmmaker, dives deep into her directorial debut film, Farewelling, and shares her insights on the challenges and triumphs of independent filmmaking.She emphasizes the significance of simplicity in storytelling, discussing her intentional approach to keeping the film uncomplicated and impactful, even within budget constraints.Rodes sheds light on the emotional connections and personal experiences that influenced the narrative, making it resonate with audiences on a profound level.Her candid discussion about managing multiple roles as a filmmaker, mindset coach, and entrepreneur provides valuable insights for aspiring creators grappling with similar challenges in the indie filmmaking space.Rodes's genuine passion for authentic storytelling and her ability to infuse real-life struggles into her work make this episode a must-listen for aspiring filmmakers seeking to enhance their storytelling through simplicity and authentic creativity.In this episode, you will learn to:Find practical solutions to common challenges faced by visual storytellersDiscover how real-life encounters can elevate your storytelling to resonate with audiences.Explore the future possibilities of integrating AI technology into the art of filmmaking and content creationUncover effective strategies to finance your storytelling projects and bring your vision to life.Understand the pivotal role of storytelling in creating meaningful connections with your audience.

"It's okay for you to use inspiration from other stories that have been there. The point is for you to know how do you tell your story differently" — Rain BennettIn this episode of The Storytelling Lab, Rain dives into the emotional arcs of stories, drawing from his experience as a filmmaker and author.He discusses the six emotional story shapes artificial intelligence identified through Project Gutenberg and emphasizes the universal nature of these patterns in storytelling.Through examples from iconic films and his own personal anecdotes, Bennett highlights the impact of emotional storytelling on audience engagement and suggests using these patterns as inspiration rather than rigid templates.You'll gain a deeper understanding of emotional storytelling and learn how to leverage these patterns to create more impactful and resonant narratives, ultimately enhancing your ability to engage with your audience through compelling storytelling.In this episode, you will:Uncover the power of emotional story arcs to captivate your audience and keep them engaged from start to finish.Learn how storytelling can drive business growth and create a lasting impact on your audience and customers.Master storytelling techniques that forge deeper connections with your audience, leaving a lasting impression.Explore the emotional arcs found in Project Gutenberg's stories and discover how they can elevate your own storytelling.Gain valuable storytelling tips from top storytellers that will elevate your storytelling game and leave a lasting impact on your audience.Mentioned in the show — Steven Pressfield's GoFundMe