CHAPTER 2
Storydoing and the Four Truths
We live today amidst almost overwhelming product abundance. In a world with a hundred or a thousand different versions of almost any product we could ever want, a product without a story is almost useless to us because it has no meaning. I can’t advance my metastory with a product that has no discernible story itself. So today, creating products and services that have a clear and compelling story is more important than ever before. The question, with so many products and services, is how?
In the old storytelling world, we used advertising to do it. Today, paid ads—TV spots, print ads, and digital banners—still work if you can afford them. But as audiences continue to fragment, brands continue to multiply, ...
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