Stories are powerful tools for spreading ideas and determining what consumers want. A great story is true, makes promises the consumer believes, is trusted, appeals to the senses, aims specifically at the target audience, and agrees with their existing worldviews and needs. Marketers must tell stories they genuinely believe in and ensure every aspect of their organization supports the story, to avoid inconsistency. Their story should reinforce consumers' status quo and worldviews.

2. The Abundance of Choice

4. What we want is determined by what we believe … which is where storytelling comes into the picture

6. You can determine if you… Tell stories that become Irrelevant Tell stories that spread It all depends on how you tell it your story.

7. Can a pair (or many pairs) of shoes really change your life?

18. Finito!