On Selling and Storytelling

Books I Read

What is the one of the most important elements in selling a particular commodity? Sure, usefulness/practicality matters. But what’s even more important is the story behind the product. The emotional connection that people make to stories cannot be discounted. Ty Montague reminds us of this narrative in The Harvard Business Review:

Back in the summer of 2006, New York Times Magazine columnist Rob Walker was mulling the question of what makes one object more valuable than another. What makes one pair of shoes more valuable than another pair if they both deliver on the functional basics of comfort, durability, and protection? Why does one piece of art cost $8,000,000 and another, $100? What makes one toasterworth $20 and another worth nearly $400 if they both make toast? As Walker turned these questions over in his mind he concluded that it is not the objects themselves, but the context, the…

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