Fiction is wonderful. Not only does it allow us to imagine we’re in a different world, era and situation, it enables us to safely become aware of different ways of thinking. When we’re reading or watching fiction, we know it is a made up story – even if it might be based on something real … Continue reading Why the most powerful element in storytelling is the truth
We’re a self-interested species, and we’re driven by story. As much as we might care about others, it’s our own now and future which more concerns us. The lens with which we view any advertisement or offer is naturally biased towards what we see is in it for us. What might be non-interest today could … Continue reading Why you should make your story appealing, succinct and problem-solving
It’s not about your product, it’s about the story of how it benefits its buyer. It’s not about your performance, it’s about the story behind doing something better, and as a result, someone else is better off. It’s not about your profits, it’s about the story of how helping your customers, by default, provided a … Continue reading Why a story-driven business is better business
Adding words is easy. But more words don’t necessarily add to more clarity. As the Occam’s Razor principle implies, you should use as few words as possible to explain – and no more. More words = confusion. More words are likely to be filler fluff. More words = potential to lose your reader or viewer … Continue reading Anyone can add words, few can remove them
W Apparently in our general day to day speaking, we use about six metaphors a minute in conversation. Now metaphors are the use of something to describe something to which it is unrelated. Metaphors bypass our minds and appeal to our hearts (or gut!) They are not about analysis, they are expressions which create powerful … Continue reading Why metaphors are magic