Quotes About Narrative

4.  Collect and Tell Stories of Transformation.

La narrativa que sale de una empresa (y, de hecho, también la que circula internamente por ella) debe ser clara. En una historia, el público debe saber en todo momento quién es el héroe, lo que quiere el héroe, a quién tiene que derrotar el héroe para conseguir lo que quiere, la tragedia que se producirá si el héroe no gana y el acontecimiento maravilloso que se producirá en caso contrario.

The stories we tell ourselves are very different from the stories we tell the world.

Whenever you're scrolling through your phone deciding what movie you'd like to see tonight, you're reading through one-liners. Often called a logline, a one-liner is a one-statement description of the story you are inviting people to experience.

Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.

I knew all about story at this point, about how you have to create a character who wants something and overcomes conflict to get it.

Storytellers use the guide character to encourage the hero and equip them to win the day.

The story must always be focused on the hero, and if a storyteller (or business leader) forgets this, the audience will get confused about who the story is really about and they will lose interest.

I only say this about the children because I used to believe charming people were charming because they were charming, or confident people were confident because they were confident. But all this is, of course, circular. The truth is, we are all living out the character of the roles we have played in our stories.

The fatal mistake some brands make, especially young brands who believe they need to prove themselves, is they position themselves as the hero in the story instead of the guide. As I've already mentioned, a brand that positions itself as the hero is destined to lose.

Businesses that invite their customers into a heroic story grow. Businesses that don't are forgotten.

Unless we identify something our customer wants, they will never feel invited into the story we are telling.

Never forget, you aren't telling a story about yourself here, you are inviting customers into a story. In that story, you play the guide, not the hero, so position yourself as the customers' guide and then get back to inviting them into a meaningful story.

once you know what it takes to live a better story, you don't have a choice.

The reason stories have dramatic tension is because LIFE has dramatic tension.

La gente siempre elegirá una historia que la ayude a sobrevivir y prosperar.

When we fail to define something our customer wants, we fail to open a story gap.

A story that fails to get started always has the same problem: there is no conflict!

all of us are living stories, and those stories teach other people to live stories.

Every human being wakes up each morning and sees the world through the lens of a protagonist.

what our stories are about matters, not just for us but for the world.

It's the crossing of that distance that makes the story work.

If a positive scene followed by a negative scene is how enthralling movies work, then why not follow the same formula on our website?

And I found myself wanting even better stories. And that's the thing you'll realize when you organize your life into the structure of story.