The magic of a great story

That brilliant keynote speech that told a story about climbing the Mount Everest and inspired you to finally start your company.

That fascinating book that told the life of a pianoman and inspired you to never give up.

Or that YouTube video that showed you how to capture beautiful pictures and inspired you to capture some yourself.

It’s the magic of a great story.

We look at the hero but we see ourselves.

It’s also the source of confusion in storytelling and why many marketers get it wrong. It’s not about you.

You might be telling a story about yourself. But you’re telling it on behalf of your audience. So that they can project themselves onto the canvas of your story. Learn from it. Change their path based on what they see.

That’s why they listen to our stories.