68 CREATE THE STORY
a persuasive story. Explanations of new products or services
require context, a relevance to a problem in your customer’s life
that is causing that person “pain.” Once the pain is established,
your listener will be much more receptive to a product or service
that will alleviate that pain.The Apple Religion
In his book Buyology, marketing guru Martin Lindstrom equates
Apple’s message with the same powerful ideas that propel wide-
spread religions. Both appeal to a common vision and a specific
enemy.
“Most religions have a clear vision,” writes Lindstrom. “By
that I mean they are unambiguous in their missions, whether
it’s to achieve a certain state of grace or achieve a spiritual goal.
And, of course, most companies have unambiguous missions as
well. Steve Jobs’s vision dates back to the mid-1980s when he
said, ‘Man is the creator of change in this world. As such he
should be above systems and structures, and not subordinate to
them.’ Twenty years and a few million iPods later, the company
still pursues this vision.”^5
According to Lindstrom, who spent years studying the
common traits of lasting brands, religions and brands such as
Apple have another quality in common: the idea of conquer-
ing a shared enemy. “Having an identifiable enemy gives us the
chance not only to articulate and showcase our faith, but also
to unite ourselves with our fellow believers... this us-versus-
them strategy attracts fans, incites controversy, creates loyalty,
and gets us thinking—and arguing—and, of course, buying.”^6Will It Eat Me?
Establishing the antagonist early is critical to persuasion, because
our brains needs a bucket—a category—in which to place a new
idea. Think about it this way: your brain craves meaning before
details. According to scientist John Medina, our brains were
formed to see the big picture. Medina says that when primitive