...I chose wisely.

This is why, as businesspeople, we cannot simply convey information, list product features, offer inspiring platitudes, build marketing decks, design charts and graphs, lean into testimonials, and offer bandwagon arguments.

We can't simply argue our way into a sale. We can't convince an investor to fund our company through logic alone. We can't inspire employees or convince someone to come work for us solely through salary, benefits, and stock options.

We must change their brain chemistry in our favor. We must tap into their unconscious. We must establish an indelible connection.

We must tell a story.

Stories Sell