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Stories are not a simple recounting of events. They are not a thorough reporting of moments over a given period of time. Stories are the crafted representation of events that are related in such a way to demonstrate change over time in the life of the teller. Applying the but-and-therefore principle to your stories, both formal and anecdotal, will make you the kind of person people want to listen to.
Storyworthy
Matthew Dicks
This is counter to classic marketing thinking, which is brand oriented: How do I get people to prefer my brand? Forget the brand. Think categories. Prospects are on the defensive when it comes to brands. Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories. Everyone is interested in what’s new. Few people are interested in what’s better.
The 22 Immutable Laws of Marketing
Al Ries
The Japanese seem to be able to admit a mistake early and then make the necessary changes. Their consensus management style tends to eliminate the ego. Since a large number of people have a small piece of a big decision, there is no stigma that can be considered career damaging. In other words, it’s a lot easer to live with “We were all wrong” than the devastating “I was wrong.”
This egoless approach is a major factor in making the Japanese such relentless marketers. It’s not that they don’t make mistakes, but when they do, they admit them, fix them, and just keep coming.
The 22 Immutable Laws of Marketing
Al Ries
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