4 rules to help increase your odds of success when trying to shift someone’s perspective so you can sell more, create deeper connections, and have a greater impact on your audience.

A parable is a fabricated story that lets you wrap your own story in a cloak of something people more fully understand. It provides clarity, and a “kind of like" bridge between what people know intrinsically, and what you do. Want to learn how to you use it?

We all try to one-up each other, especially when we’re swapping stories. It’s natural, it’s how we get attention, and how we find meaning in the trips, bruises, mess ups and mini victories—people’s reaction gives those experiences validation and significance. 

But how do you know what will matter and what won’t matter to people when architecting, and sharing, your origin story?

Ask yourself these 11 questions to help you discover what matters in your story, what parts of your story highlight your company values, and which ones to trash. You can use these in your branding, messaging, and marketing materials to get people to connect with you, your emotion, and your experience, then get on board to be your advocate—for life.

There are stories you just can’t unhear, unsee, or stop thinking about. There’s a reason for that. Stories carry weight because they persuade you to learn something new. If the story is powerful enough, the details are etched into our memory, and are stamped with the teaching, making it unforgettable. Find out the more here.

Our brains are designed to receive stories as a fundamental key to survival. They teach us how to build, grow, thrive, and avoid disaster. They transport us, and warn us. They scare us and make us laugh with abandon. They make us feel. And they inspire us to take action. Learn how to tell stories for your business.

The company I worked for failed. Learn how to avoid these 3 catastrophic mistakes brands make when creating—or not creating—their brand story.