All startup stories follow one pattern, and knowing it could help you succeed

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The future belongs to those who tell the best stories, and behind every compelling story lies a universal pattern: the hero’s journey.

The term comes from mythologist Joseph Campbell. He suggests that every human narrative is a variation of one story that crosses time, culture, geography, age, and gender. You’ll spot it in everything—Star Wars, Game of Thrones, Jane Eyre, The Wizard of Oz, and even in the rise and fall of startups.

When you understand this archetypal story, you’ll be better equipped to navigate your own path to success.

My own journey began with a simple idea. Twelve years later, JotForm now serves 4.1 million users. But it has been a winding path, filled with twists and turns and unexpected obstacles. While it’s easy to imagine that success begins with a stroke of genius, that’s almost never the case, and it’s certainly not the path to meaningful transformation.

That’s where the hero’s journey comes in. Let’s take a closer look.

(Note: I’ve trimmed the steps a little, but remember that they’re all essential.)

Step 1: Ordinary world

The story begins with the hero in her normal environment. It’s safe and familiar.

Luke Skywalker is a bored farm boy. Dorothy has a predictable life in Kansas.

In our world, maybe that’s the comfortable rhythm of a regular paycheck or a nine-to-five job. Maybe it’s focusing on small features and minor upgrades when your business has the potential to change the market.

Step 2: Call to adventure

The hero encounters a problem, adventure, or challenge.

In Star Wars, Obi-Wan Kenobi asks Luke to help rescue Princess Leia and restore order to the universe.

Back in 2007, Brian Chesky and his roommate, Joe Gebbia, were struggling to afford rent in San Francisco. Knowing a big design conference was coming up and hotels would be fully booked, they decided to rent out three air mattresses in their loft and tour their guests around the city. This was the start of Airbnb.

In our case, the call to adventure came from our customers.

Step 3: Refusal of the call

Step 4: Meeting with the mentor

Step 5: Tests, allies, enemies

Step 6: Ordeal

Step 7: Reward

Step 8: The road back

Answer the call