The 22 Rules of Storytelling by Pixar

Pixar’s storytelling rules aren’t just for filmmakers. They’re a masterclass in how to connect with humans—aka your customers. Each one helps create stories that stick, and that’s exactly what good marketing does.

Why it works

• People root for effort, not perfection (#1). Show the struggle and growth of your brand or customers.
• Simplify your message (#5). Great marketing trims the fluff.
• Know your ending (#7). Every campaign needs a goal before the first draft.
• Raise the stakes (#16). Make customers feel what happens if they miss out.
• Write for the audience, not yourself (#2). It’s not about your product, it’s about what they care about.

Examples

• Nike celebrates effort (“Just Do It”)—not ultimate success.
• Apple’s “Think Different” campaign focused on belief, not features.
• Dove’s “Real Beauty” series humanized women’s struggles, becoming global.
• Dollar Shave Club turned simple storytelling into $1B brand recognition.