{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Coworking Values Podcast","title":"The Hero's Journey Is Broken: How to Tell Stories That Drive Collective Action with Matt Golding","html":"","width":"100%","height":180,"duration":2457,"description":"Episode SummaryThe hero’s journey is broken.That 2,000-year-old storytelling archetype—the one from ancient Greece, from Jason and the Argonauts, from Star Wars and Lord of the Rings—was built for a different kind of story. It’s individualistic, extractive, and violent. It works brilliantly for getting millions of people to watch Orcs die while Tom Cruise learns a personal lesson. But it doesn’t work for collective action.Matt Golding has spent four years learning how to fix it.He’s a filmmaker and the founder of Rubber Republic, a content studio he rebooted in 2019 to work exclusively on positive storytelling. Before that, he made viral campaigns—the kind that racked up millions of views and Cannes Lions awards. Comedy sketches shared across the early internet. He taught himself by doing it.After two years working for environmental and social justice organisations, he realised they were all making the same mistake. They were telling people what not to do. What to cut down on. What to avoid. Framed around the problem, not the solution. And even when they tried to tell positive stories, people didn’t believe them.The pushback wasn’t from ideological opponents. It came from people who agreed with the cause but fundamentally didn’t think community action could create meaningful change at scale.So Matt created the Antidote Project.It’s a framework for how to tell collective action stories in a way that makes people believe change is achievable. The podcast—Screw This, Let’s Try Something Else—demonstrates it in practice. Six episodes, made with Maryam Pasha and Immediate Media, each one showing how local communities are transforming the fundamentals of how we live: energy, food, housing, and decision-making.The framework has two parts: the Filter (eight criteria for which stories to tell) and the Narrative Arc (eight steps for how to tell them).It starts with a positive vision. It briefly acknowledges the problem. Then it shows how the idea can spread, how it’s...","thumbnail_url":"https://img.transistorcdn.com/WIBJeL0fXbpb8oNZHEtSu5qeC3870OdCYV3XNCIVY1M/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8yZTBm/NGQ1N2YzYTcyNmE3/NTc2ZmU5NTBlYmNj/OTEwOC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}