Once Upon a Time in Marketing: The Power of Storytelling
Success
NOVEMBER 24, 2022
“There is a reason humans are so fascinated with stories,” says Nancy Duarte, author of DataStory: Explain Data and Inspire Action Through Story and Illuminate: Ignite Change Through Speeches, Stories, Ceremonies, and Symbols. “People are interested in transformation, and in a well-told story; they see themselves in that story.” According to Duarte, the classic three-part story structure is: Set up the hero—a likable, but flawed, individual—and the challenge they must face.
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