The most important variable in the world of modern sales…

Is the stories people tell themselves.

“Stories are always more powerful than statistics”. And much of what happens in the world don’t compute.

The truth is, people don't buy products. They buy better versions of their own story. Their choices are shaped less by product features and more by the stories they build in their minds - about risk, identity, belonging, and success,…

To change minds, you don’t just present facts - you reshape their internal narrative by connecting emotionally, resolving their tensions, and giving them a story worth believing.

The “right” idea isn’t always the one that prevails - it's the one told best. “Not the best idea, or the right idea, or the most rational idea. Just whoever tells a story that catches people’s attention and gets them to nod their heads is the one who tends to be rewarded.”

CAVEATS: Link to “Story Bias”

Inspirations

“Same as ever”

“Change their mind”