Abstract

This article proposes a framework for service storytelling by analyzing its key elements with Aristotle's Poetics and synthesizing them using the temporal structure of Joseph Campbell's Hero's Journey. Poetics refer to the art of making that is concerned with the general pattern of human experience. We use this framework to study the four causes of storytelling: material cause, efficient cause, formal cause, and end cause. The Hero's Journey is a cyclical model that encompasses both an ordinary and a special world. We utilize this model to synthesize the four causes into a phasic flow, including deficiency, growth, personalization, and transformation.

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