Moe and Jonah Sachs discuss a call to arms for business communicators to cast aside broken traditions and join a revolution to build the iconic brands of the future.
The Story You’ll Never Forget
When I heard this week that the world lost one of its original self-help masters, Dr. Wayne Dyer, I remembered one of his sayings that I’ve kept close by – “Never put into your imagination anything that you don’t want to materialize in your life.” To me, those words have always reminded me that my life is a portrait of the story that I repeatedly tell myself. On the days when I’m steadfast and frequently connect with it, my confidence soars; and during the times when I find my mind aimlessly wandering, I feel lost and powerless.
As human beings, we were born to tell stories. It’s how we make sense of the world, it’s how we define our circumstances, and it’s how we ignite our dreams. All cultures have myths, and as Jonah Sachs articulates in his fabulous book, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future, “these myths will shape our future, how we live, what we do, and what we buy. They will touch all of us. But not all of us get to write them. Those who do have tremendous power.”
Having lived the power of story in business, I was anxious to dig deep with Jonah on the science behind crafting stories that are not only compelling, but ones that you never forget. A marketer at heart, Jonah will convince you that for any story to have impact, it has to be rooted in a fundamental truth.
Here’s what guides our conversation:
Why is story integral to business?
The one essential element that makes a story believable
The four elements of a great story/myth
When you know that you’ve captured the moral of your story
What makes truth telling so difficult for brands?
How the most accomplished marketers use story to capture attention
How progressive leaders integrate story to engender trust