The Storyteller's Secret: From TED Speakers to Business Legends, Why Some Ideas Catch On and Others Don't

The first rule of emotional moviemaking is to create scenes early in the film that put the hero’s life into perspective.

Inspiring leaders ignite passion and loyalty by infusing their brand’s narrative with a higher mission.

Successful leaders use storytelling to build great cultures. Culture is created by loyal, frontline employees who are passionate about delivering an exceptional experience to every customer, every time. Getting employees to see themselves as the hero of their own customer story is the magic to creating an unbeatable culture.

Pay attention to your past. It holds the stories of where you’ve been and how you got to where you are. And sometimes, when you feel stuck, the stories of your past and the people you’ve met might move you forward.

In a 2010 paper published in The Journal of Neuroscience, Princeton University researcher Uri Hasson

Every brand can craft better stories. The secret is to tap the collective wisdom of all the brand’s storytellers.

Humility is a trait that most successful storytellers share. Storytelling requires constant and never-ending trial and error. It requires practice, hours and hours of it.

According to Mackey, a company’s purpose is the difference they’re trying to make in the world. “A higher purpose gives great energy and relevance to a company and its brand,”3 writes Mackey.

The capacity for storytelling is in our DNA because humans have been telling stories for more than 10,000 years.