Winning the Story Wars

The author believes that telling great stories is the only strategic approach in communication. To win the story wars we should create stories based on myths. Why myths? Myths are based on cultural meaning. We look for myths for guidance in our complex lives. Myths are stories that shape the future. The best stories encourage us to reach our highest potential. Winning the story wars is to persuade an audience that our story is true.

Our new digital culture of information is based on sharing, rejecting broadcast messages. There is a reason for people to follow you. The point is to construct a powerful model of how the world works. A storytelling strategy leads to great results. First, a simple, repeatable and memorable story. Second, clearly defined heroes, villains and the conflict between them. Third, the structure of the story includes explanation, meaning and story.

Brand loyalty is created by telling stories that deliver a pattern of meaning. We must close the myth gap, as authenticity is no longer an option. The basis for loving a Brand.