#storytelling

You're Not Buying a Product — You're Buying a Story

In 1997, Apple didn't sell a faster computer. They sold a story about rebels and misfits. And it worked better than any spec sheet could have. There's a real psychological mechanism behind that — narrative transportation theory explains why your brain stops arguing when it's absorbed in a story, and why the brands we love most are the ones that tell the best tales. Even if those tales are entirely made up.