Principle 6 – Your story is powerful, choose your words carefully
From campfire tales to organised religions, the telling of stories is the fundamental tool that allows humans to captivate, inspire, and influence the behaviour of large numbers of people. And so how we tell those stories – how we craft the words and pictures we use to build them – can have huge consequences.
A good example of the power of a good story is The Significant Objects Project – An anthropological experiment carried out by two guys who wanted to see if they could quantify the value of a story.
To conduct the experiment, they purchased $129 worth of thrift-store items at an average cost of $1.00 and asked over 200 writers to contribute rich, creative stories to attach sentimental value to what were otherwise mundane items. They then posted them on eBay.
The hypothesis was that emotionally charged stories would increase the perceived value of each object and therefore net a large profit on each item sold. All the items were sold for a total of $8,000 – a profit margin of over 6,000 percent!
Stories how we make sense of the world. The better the stories we tell, the more value we create, so whatever story you decide to tell, choose your words carefully.