“Programs don’t make great presidents,” said political scientist Jim Morone after President Obama’s State of the Union speech. “Stories make great presidents.”
He went on to say that the president failed to persuade the American people as a result of not having stories.
This is a reminder that stories are key to persuasion.
And, yes, it means that stories make for a great business. Not products.
What’s your story? Are you telling it to your customers?