In the Transformation Economy, brands and experiences are no longer judged solely by what they offer; they’re valued by how they help people flourish. Whether it’s a wellness retreat, a learning platform, or a themed environment, the goal is transformation: helping individuals become healthier, wiser, more purposeful versions of themselves. And one of the most potent tools for engaging consumers with your brand’s ability to enable change is storytelling.

First introduced in 1949, Joseph Campbell outlines the transformational story arc in his book The Hero with a Thousand Faces. Initially called The Hero’s Journey, it has been expanded into several other arcs: Overcoming the Monster, Rags to Riches, The Quest. At the heart of all these storytelling methods is change. This story arc: status quo, conflict, transformation, plays out in so many forms of media. We see it in fiction, film, television, and of course, gaming.

Margaret Chandra Kerrison’s book, The Art of Immersive Storytelling: Strategies from the Gaming World, explores how game design principles, especially world-building and first-person character development, can be applied to real-world experiences. Many of Kerrison’s observations about gaming and immersive experiences apply to the Transformation Economy as well. As Kerrison explains, immersive storytelling begins with intentionality: creators must ask, “What do I want my audience to feel, learn, or become?” That question becomes the compass for every design decision. When formulating the transformational aspects of your brand, the same question and compass applies.

From a brand perspective:

• Consider how the customer will experience the brand holistically.
• Unlike aspirational brands, customers engage with transformational brands not because they are cool; but because they propel the story/transformation forward.
• If the brand is for the customer, the story can’t be from your perspective, or the CEO’s perspective; it must be from the customer’s perspective.

In gaming, players step into a world with agency. They’re not passive observers; they’re protagonists. This shift from audience to participant is central to transformation. Kerrison draws on her experience with Walt Disney Imagineering and TAIT to show how immersive environments can mirror the emotional arc of a game: onboarding, challenge, growth, and resolution. When participants feel like they’re inside the story, they’re more likely to internalize its lessons and apply them to their own lives. These same tactics are at the heart of transformational offerings.

For your brand:

• How will you give the customer agency?
• What is the guest journey?
• When do they get to make choices?

World-building plays a crucial role here. As Kerrison notes, the environment must feel coherent, emotionally resonant, and responsive. Whether it’s a museum exhibit or a brand activation, the space should invite exploration and reflection. Game-inspired feedback loops, where actions lead to visible consequences, reinforce the participant’s sense of progress and agency. For transformational brands, this deepens the connection each step of the way.

First-person storytelling deepens this effect. When a visitor sees themselves as the main character, the transformation becomes personal. Kerrison emphasizes that designers must consider the visitor’s context, values, and emotional state. The story isn’t just about the world; it’s about their journey through it.

Kerrison emphasizes the 6 E’s of game design. Most of which can be applied to a transformational brand story:

• Keep It Engaging If customers aren’t drawn in, they’ll bounce. Whether it’s a game or a brand experience, you need to spark curiosity and build momentum. Give them something to care about, and a reason to come back.
• Make It Experimental Forget the straight-line narrative. Today’s audiences want to explore, choose, and shape their own path. Think of your brand as a “choose your own adventure”, flexible, responsive, and distinct. The more it feels personal and unique, the more it stands out.
• Build in Learning Moments (Education) Transformation requires growth, and growth comes from learning. Whether it’s a new skill, a fresh perspective, or a deeper understanding, your experience should help people discover something that shifts their mindset or behavior.
• Design for Exploration Let customers start where they feel comfortable. Give them room to experiment, make mistakes, and even “replay” parts of the journey. Just like in a game (or in life), progress isn’t always linear, it’s iterative.
• Tap into Emotion At the core of every great game, and every great brand, is emotional resonance. Whether it’s joy, empathy, challenge, or triumph, your story should make customers feel something. That’s what makes it memorable.
• Keep It Evergreen A transformational experience shouldn’t feel like a one-time event. Build in ways for customers to return, re-engage, and contribute. User-generated content, seasonal updates, and interactive layers keep the story fresh and evolving.

In game design, as with the transformational economy, every user is different and for participants to fully engage with your brand or experience, it’s important to bring everyone to the same level of understanding. Kerrison calls this level setting. To help people get oriented, she recommends:

• Bring everyone up to speed.
• Mutual understanding of what is to come.
• Gaming and immersive experience, like brands, are not linear. How do you tell a point A to B story that allows people to jump around?
• A call to action gives the participant an emotional takeaway that extends to their regular lives.

And finally, the flow state. A term coined by Mihaly Csikszentmihalyi, flow is a psychological concept describing a mental state in which a person is fully immersed in an activity, feeling energized and focused, and enjoying the process¹. Rather than blind allegiance to your brand, think of it as deep involvement in the transformational activity. When it all comes together, your brand engagement will develop a flow state for your customers by making a deep emotional connection that satisfies the customer’s desire for change.

If customers feel good when they interact with your brand and it propels them forward towards their transformational goal, then they will keep coming back for more. Keep in mind, it can be gamified, but just because you are leveraging game mechanics and storytelling, it doesn’t necessarily present itself as gamification.

As immersive experiences, brands and games continue to blur the lines between digital and physical, the lessons from game design offer a roadmap for meaningful change. In the Transformation Economy, storytelling isn’t just a narrative device; it’s a mechanism for helping people imagine and inhabit better versions of themselves.

Sources: 1. The Father of Flow, Blooloop, Goodreads, Live Design Online, Pro Writing Aid