Every decision people make in life is an emotional decision.
There is no such thing as a decision purely based in logic. Those who think so are just emotionally attached to being logical.
And emotion only comes from one place: stories.
Data or facts alone won’t change people. Some people can take raw data and create a story from it. These people are highly imaginative. Most people can’t (or won’t) do this so easily. These people need storytellers. Whoever tells the best stories in a culture creates movement and sparks change. It’s always been that way.
So whatever action you want others to take is completely dependent on the story you tell them — or more accurately, the story they believe you tell them. It doesn’t matter if it’s buying your car, signing up for your e-newsletter, voting for you for mayor or hiring you for that new job – if you tell the right story to the right people that creates the right emotional response, you’ll get the change you want.
That’s why I have devoted my life to helping others tell stories. I can’t think of a better way to spend my days.
What story are you telling people today?