3 Ways to Develop a Story That Will Resonate with Customers

By Dr. Ranjit Nair Ph.D., Strategy for Life Magazine, April 2015

Twenty years ago, I used to listen to a San Francisco-based radio show every Friday at 4:59 p.m., right at the onset of happy hour and the beginning of the weekend. The show was a minute-long run down of the day’s headline news and ended with the announcer, Scoop Nisker, proclaiming, “If you don’t like the news you just heard, then go out and make some of your own!”

How timely is this advice today, when people don’t just buy products—they buy the stories behind the products and the companies. It’s more important than ever to have a story to tell. We see it daily on social media and in advertising campaigns that tug at our heartstrings.Read more.