Reading scientific explanations clothed in the language of humanity helped me to view food and the concept of nutrition differently. I started talking to myself with a new compassion. I even fell into the habit of verbally encouraging my legs during long runs. I had a driving sense of empathy for the bacterial cosmos in my body.
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There is no celebration too large or far-reaching which cannot be traced back to the tendrils of individual stories. Nujeen reminds us how powerful a story can be and enfleshes National Geographic’s exploratory, limitless vision.
Whether making marketing decisions or sitting on a plastic porch chair with friends, we rely on stories for creating and cultivating meaningful connections. Stories provide us with sanctuary.
Regardless of the specific response a story evokes, the human brain cannot help but open its eyes and wake up. It cannot remain unaltered by stories. A well-crafted, honest, vulnerable story told to the right people at the right time is likely to be fringed with the divine and the sublime.
Because we know a good narrative when we hear or read it. We know it immediately. It fills the caverns of our minds and echoes down the corridors of our veins. It resounds off everything and the air brims over with it.
Because stories allow space for all seasons of life, they woo us in mysterious ways and we catch ourselves listening with held breath. Stories affirm the reality of the hard and fluctuating seasons we encounter. They encourage us to us to embrace our own seasons. They make us feel seen.
Lead with story and watch as people—consumers, donors, students—move in closer as they are inspired to unearth and begin unpacking boxes of their own.
Bill Gates and Barack Obama have praised Desmond’s story-based approach. The book has sold countless copies and stands as a widely acclaimed New York Times bestseller. It has opened the eyes of many to the true underlying currents of poverty as well as giving faces and names to statistics and numbers.
Building a strong brand is critical. But maintaining a strong brand requires an acute awareness of your changing audience and its needs. A brand’s narrative must be about more than achieving sales targets or marketing metrics if it wants to remain relevant and effective in the minds of its consumers.
When the power of visual storytelling is combined with individual relevance, a level of interest, engagement, and impression can be formed beyond that of any other means of communication.