Dan Harmon's 8-Step Story Circle

Ever wonder why Rick and Morty stories hit so hard? Creator Dan Harmon cracked the code with an 8-step story circle that also happens to be an incredible brand storytelling tool.

The Marketing Lesson

Every good story (and brand journey) follows the same path: a relatable character with a need, a challenge, a transformation, and a return home changed.

Why It Works

• People connect with transformation, not perfection
• Emotional journeys build loyalty and memory
• Relatable struggle makes your message stick
• Audiences crave resolution

Real-World Examples

• Nike ads show athletes facing and beating challenges
• Airbnb guests leave home and return changed by experience
• Apple product launches follow the “better self” narrative
• Coca-Cola uses “share happiness” as a transformational moment