To do that, first we have to upend much of what we’ve been taught about story itself and then redefine it.īut first, let’s tackle one of the things that may be holding you back: your tacit notion of what, exactly, a story is. Instead, your goal is to create a story that will help your audience see how your idea benefits them in the moment, given who they are, and how they see themselves. We’re not hooked by what the protagonist is doing we’re on the hunt for why they’re doing it. That future fact didn’t matter to me even a teeny tiny bit back when I was on that slow shuttle bus, trying desperately to figure out how to salvage the meeting all those renovations were forcing me to miss. I’m sure the newly redesigned LaGuardia Airport is, ahem, utterly captivating by now. That’s why your goal isn’t to create a story to show your audience how great your idea, brand, or cause is-regardless of how utterly, completely true that is. That is what makes all stories a call to action, because once we see things differently, we do things differently. The purpose of an effective story-the story you’ll create-is to change how your audience sees things, to spur them to do something right now. This is precisely why story doesn’t ask us to think: thinking is a choice, and with so many genuinely important things vying for our attention this very minute, who has the time? Plus, what the hell does a steward do, anyway?
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