How to tell a great story

Great stories succeed because they are able to capture the imagination of large or important audiences.

A great story is true. Not necessarily because it’s factual, but because it’s consistent and authentic.

Great stories make a promise. The promise needs to be bold and audacious.

Great stories are trusted.

Great stories are subtle.

Great stories happen fast. First impressions are far more powerful than we give them credit for.

Great stories don’t always need eight-page color brochures or a face-to-face meeting.

Great stories don’t appeal to logic, but they often appeal to our senses.