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We tell stories on behalf of our audience

The power of stories is that it’s us who re-live the life of the story’s hero.

That’s true even in a business context. A story is a great story when it makes us feel: “That’s me! That’s exactly what I struggle with.”

A good story provide us with a new perspective on our own lives. It lets us imagine actions that we wouldn’t take without the story. It lets us feel feelings that we wouldn’t feel without the story. It lets us visualise outcomes that we would consider out of reach without the story.

Great stories lead to action.

And that’s why we tell stories on behalf of our audience.

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