Storytelling

We are all storytellers – and the better we are, the more impact we have in the world. Humans have evolved to communicate in symbols and look for patterns. Together, these make stories. Whether we are promoting a brand or campaigning on an issue, we are telling a story. There are three keys to effective storytelling. First, emotions beat intellect every time; we want to feel more than to think. Second, archetypes (prototypical characters, behaviours or forces) are powerful; we want our lives reflected. Third, coherence matters; we want a story to make sense. Ready? Once upon a time …

— Wayne Visser

From Purpose Inspired: Reflections on Conscious Living, Volume 3. Buy on Lulu ↗