Every enduring story is based on a transcendent idea that’s bigger than the story itself.
The elements of any story – characters, plot, environment – can clarify, focus, and influence the idea expression, but it’s the big idea that drives the story. Not the other way around
An enduring brand story brings an “idea of value” to life where it will be experienced by people who care about its purpose and spread its shared-values to others. Storytelling is at the white-hot center of how humans share ideas that matter and build relationships between them. As marketers, we invest tremendous energy and resources into the act of storytelling.