As a leader or enterprise, you don’t need better facts, better stats, better slides, or even a better product. What you need is a better story … a signature story.
Brand-building stories turn on drama and empathy: bridging your world with the world of the people you serve. At their heart lies vulnerability and hope.
For over 20 years, I’ve worked with market leaders like Apple, Visa, PayPal, Polycom, Yahoo! and Johnny Cash. Through it all, I’ve discovered a single secret: the best story, not the best product, wins.
Stories connect us. They inspire. They transform. And they sell.
At Apple, Steve Jobs stood up for the “mere mortal” plagued by complexity. At PayPal, we turned online payments into a journey. At Visa, “Everywhere You Want to Be” called customers and employees to share their own everywhere. And with Johnny Cash, it was the underdog — prisoners, Native Americans, veterans, and the young — who became the heroes.