In the second of a two-part series Jonathan Gottschall discusses the unique power stories have to change minds and the key to their effectiveness.
'This all raises another question. Should marketers feel bad about using stories as a tool to shape values and earn a buck? Sure. But maybe not too much. After all, guys like Melville and Tolstoy and Shakespeare were playing the same game. They hoped to infect us with particular ideas about life, while earning as much money and fame as possible. This article isn’t a set of instructions for turning story into a prostitute. It’s an explanation for why story has always been a prostitute...'