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UlTImATE SUccESS GUIdE

was compelling enough, if it had enough ability to “transport” people, it
would directly impact their beliefs about the subject matter of the story.

And that’s how someone could see Paul McCartney walking in a con-
temporary photograph – and still assume it was a big put-up job to send
a hidden message about his death. In the words of Green and Brock,
“Individuals may believe realistic fictional programs while discounting
news reports that seem implausible.”

As a matter of fact, that sounds a lot like our world today, doesn’t it?

WhY stoRIes WIn ARgUMents

Transportation is the ultimate goal for any good storyteller. And obvi-
ously, it should be the goal of a StorySelling effort as well.

Just as obviously, however, not just any story is going to prompt trans-
portation (in later chapters, we’re going to dig deeper into what ingredi-
ents are needed to create the kinds of story that enable this transforma-
tive process to happen).

What we want you to understand in this chapter, however, is that Story-
Selling is the most powerful tool you can use to communicate your per-
sonal brand and your company brand. All the research is very consistent
on this fact (including the studies we’ve shared with you so far): stories
are the best way to make your “argument.”

Why?

For the simple reason that the people hearing (or watching) the story...
don’t perceive it as an argument.

Instead, they identify with the leading character (providing he or she
is likeable and interesting enough), put themselves in their shoes, feel
what they feel and respond to what the story says about that person and
the situation. They shut off the questioning part of their brain, as we’ve
discussed, and give themselves over to the story’s events and the conse-
quences of those events.

And remember, since we do use stories to explain things, if we accept
the narrative, then we will accept the conclusion. If the story is about
how a murderer got away because of a court foul-up, we will feel more
inclined to favor tougher laws. If the story is about how an innocent man