“If data is king, then context and emotion are queens.”
Another memorable event featured the trained and established storyteller Michael Margolis at the NASDAQ Entrepreneurial Center in San Francisco. He presented the research for his book, Story 10x: Turn the Impossible into the Inevitable, wherein he highlights, “If data is king, then context and emotion are queens.” Why do stories matter so much in business? Susan explained that a story conveys the vision with conviction and goals. It helps explain how a person sees it working, what they’re trying to do, what they need, and what support they require to bring the vision to life. As she pointed out, “Stories explain the why and how people can contribute.” Good stories share what the present looks like, what the future can be, and how you see that vision unfolding from the beginning to the end so people can see what you hope will ultimately happen. People want to be inspired and motivated to do something. Good stories help to accomplish this. Susan emphasized that good stories include personal experiences and show data points to convince people to change. They also show how people can fit in. “Good stories are critical for developing the networks that will be formed around those ideas.”
Margolis, Michael. Story 10x: Turn the Impossible into the Inevitable. Vancouver: Page Two, 2019.
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