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“The real difference between us and chimpanzees is the mysterious glue that enables millions of humans to cooperate effectively.

This mysterious glue is made of stories, not genes. We cooperate effectively with strangers because we believe in things like gods, nations, money and human rights. Yet none of these things exist outside the stories that people invent and tell one another.”  Yuval Hurari  

 

Powerful. Influential. Desirable. These words describe the people, products, and companies that we so deeply revere or vilify.  

Agnostic of the cause or the underlying belief I often ask myself, "why?” or more accurately “how?” how do certain brands, products, and people have the ability to cast the net of narrative and in return capture the imagination of anyone within its reach? The answer that I always seem to come back to is their uncanny ability to tell a story that is compelling,  or dare I say, alters the image of the future that the audience sees for themselves, or who they care about. 

 

But! But! A story without truth in these transparent times is simply a house of cards waiting to get blown down. So, it is with great pleasure that I present this weeks episode on the branded podcast. Denise Burrell - Stinson takes us on a journey of perhaps the two most powerful forces we have as humans… truth and story. 

 

Enjoy.