faith
'People don’t want more information. They are up to their eyeballs in information.
They want faith — faith in you, your goals, your success, in the story you tell…
Once people make your story their story, you have tapped into the powerful force of faith.'
—Annette Simmons
Author, The Story Factor: Inspiration, Influence, and
Persuasion Through the Art of Storytelling
In a curious case of synchronicity I said the first line of this quotation in a talk I gave recently about branding and advertising. It wasn't planned, it just popped into my head as i was talking.
Afterwards I wrote it down, it seemed like a good one.
One I would use again.
I thought i'd made it up. Turns out I hadn't.
Annette Simmons coined it some time ago.
I noted to a colleague 'I wish I'd said that'
He replied 'You will..'
