So...what is this Muse thingy?

Muse is a process for crafting stories. By 'process' we simply mean that it's a framework for how to approach storytelling. Now you might be thinking "storytelling is subjective–a process will surely ruin the creativity" but here's what we think...

Story is simply a structured pattern of communication. In fact, it's been proven to be one of the most powerful and effective forms of communication.

So we spent years asking, and exploring, how exactly stories work on and between humans. What elements make us care? What makes something be remembered? How do we sustain attention? What are the underpinnings of empathy?

From all of our research we developed the 4 Pillars of Story, or what could be thought of as the 4 main ingredients of any strong story (regardless of medium).

Each Pillar has a role, or objective, and when that Pillar is used effectively in your story you gain that benefit as a result. Sugar adds sweetness to a cake like people add emotional connection to a story.




Create emotional connection.


Build trust and authenticity.


Develop a clear meaning.


Ensure high engagement.


For example, the role of Plot in your story is engagement. An engaging story will hold the audience tightly until the very end. I'm sure we've all sat with friends who seem to ramble on endlessly. That feeling you've likely had sitting there wondering "where is this going?" is the result of a poor plot–and it means you're likely disengaged.

The Muse Process will take you through all 4 Pillars of Story. It will show you exactly how to make the most of each Pillar in every story you tell. You'll be left feeling empowered by knowing exactly where to start, what you're looking for, and how to take each step with extreme intention.


Now, you can try and cheat the system and say, "I don't need no stinkin' rules on how to tell my stories." You can choose to ignore gravity; but if you step off that balcony expecting to fly, you'll be in for a rude awakening. 

We didn't make these rules up. Story is in our DNA. Muse is all about uncovering the deep structure of how story works on and between humans and empowering you with a reliable and repeatable process for telling them.

Want to know the 3 main reasons story is so powerful?

Download our ebook, the story of story. it's totally free when you use code 'gimmesomestory' at checkout!

Now the biggie–why should I learn Muse?

It’s estimated that we see up to 5,000 ads a day. Our attention spans are dwindling and we’re increasingly unsure about the truth in what we see and hear.

Story cuts through the noise and makes real connections. Story is what makes you memorable.

Muse is built on years of research in psychology, neuroscience, anthropology, and sociology—all looking at one main thing: how we, as humans, connect.

We found what grabs people's attention, makes something memorable, and what determines whether something is felt emotionally.

All of this science and research is boiled down into the 4 Pillars of Story within the Muse Process.


Listen to Stillmotion’s co-founder as he reveals why story is the single most important thing in his life.

(Warning, you may want to grab a box of tissues, because this video has been known to make even the burliest of men tear up).


Now here's how you can get yourself some Muse.

Muse University

From 101 to 401, comprehensive online courses that will empower you with a deep understanding of story and a common language.

Storybuilder Software

Collaborative software for building your stories. Add story elements, invite your team, and get story insights as you build.