Dress an Idea in Clothes, and It Becomes a Story

Robin: ‘Good stories have influence and reach. They are easy to remember, spread widely, and move people effectively. Be sure to develop a complete story for your startup and fundraising process.’ The human brain naturally dislikes lectures on abstract principles and prefers stories. When Hitler incited the Germans, a people known for rationality, he told stories throughout. Cigarettes used to carry the line ‘Smoking harms your health.’ Smokers read it without much feeling: so it is harmful—lots of things are harmful… Later, a city government changed it to ‘Smoking can cause impotence,’ and found that cigarette purchases fell substantially. Once ‘Smoking harms your health’ included the detail and imagery of ‘causing impotence,’ many people genuinely began reconsidering whether to smoke. There is a Jewish tale: ‘Truth’ arrived in a village completely naked. Everyone feared it and dared not look directly at it. A wise elder later invited Truth home and gave it clothes. Truth then took the name ‘Parable.’ When ‘Parable’ entered the village, everyone liked it. —Ideas can become more influential through stories.