It’s easy to dismiss stories as trivial – a story of kiddie story-time exercise. But the reality is that people live and die by stories, all over the world, every day.
Syria, New Orleans and Brussels come to mind. So do stories that inspired tremendous altruism, such as the Dunkirk evacuation.
Consider 9/11 for a minute. Besides the terrible tragedy for those involved, in terms of consequences the story that surrounds the event has been what matters.
Something I’ve realised recently is that the stories that run through society are fractal, like just about everything else in the natural world. Stories nested inside stories shape our perspective of the world and the environment around us; from the highest level right down to your business.
To change the world we need better stories, and better metaphors. The same applies to your marketing.