• To be successful, a marketer must be able to tell stories that people will easily buy into.
• The only thing that makes wine taste better is nothing but marketing in the form of an expensive glass coupled with a great story.
• A great manager must be able to satisfy people’s wants, not their needs.
• Identify the worldview of your customer base and frame your story accordingly.
• People want to be catered to; they want to hear stories that support what they already accept as the truth.
• Look for a group of people who share the same worldview and frame your story according to that worldview.
• People only pay attention to things that are new and different.
• An idea disseminated in the wrong mind is dead.
• The key to knowing how to tell a great story is to understand how the human brain handles new events.
• Leverage consumer’s tendency to make snap judgments by making the right first impression.
• No matter how well-structured your narrative is, no matter how perfectly framed it is in terms of the worldview of your customer base, each person will still have to tell themselves the story and believe the lie. So you have to be authentic because you don’t know which element of your story the consumer will use to structure the narrative he tells himself.
• If your story is to be well received and repeated, it must be authentic.
• Authenticity is essential to the success of any marketing campaign. If you have a great story, but it’s inauthentic, you are seriously short-changing yourself.
• It doesn’t speak well of you if the narrative you’re pushing says one thing, but your product quality and employees’ behaviors say something entirely different.
• To ensure that the story you’re telling impacts the maximum number of people, it has to be consistent.
• Develop products and experiences so remarkable that people can’t stop talking about them.
• The key to creating something remarkable is to craft a story that someone will love telling themselves.
• If you want the story you are delivering to get told, you must build your entire organization around it.
• If there are contradictions in the message you're passing across, you will pay the price in the long run.
• Craft your story the way you like to sweet-talk potential customers into becoming believers, but you must be careful not to venture into fraud.