…is you must first become a great story collector.

Put another way, every story has parts of other stories in it.

Now nothing we say or write is ever really original from a storyline perspective. But the way we put something together is very likely to be unique, and we can and should link into our innate love of story. 

And it is the acquiring, understanding, remembering, interpreting and reconfiguring of these other stories which provides a richness to our own stories

We can leverage off what someone else has said, and provide a different light on the subject from your own point of view.

For business stories in particular, the collection of other stories allows us to carry out one or/and two exercises.

• And
• But

“Here we have a XYZ service or product. We’re similar, AND…” And needs to be why you’re better, faster, better value. And needs to demonstrate you’re differentiated in some way from the comparison you’re making.

“Here we have an EFG product or service. We share some parallels, BUT…” But, we figured out a different approach, have a fundamental difference, have improved in some crucial areas.

The use of these two simple words can provide a basis to motivate, inspire, and excite (and perhaps even help lead to a purchase decision) for whatever it is you have to offer.

Now it could be that you’re such an inventive person or company that no end of original stories pouring off your narrative production line.

However, this is a highly unlikely state of being.

That is why you need to find other stories – and be able to apply your own twist on a theme by examining them through an ‘and’ or ‘but’ lens.

Two simple words providing endless ways to examine a topic.

To be a great storyteller you must first become a great story collector (origin unknown).