“If you’re not going to create a whole new world, your product needs to fit into an established category”

“two men playing chess” by rawpixel on Unsplash

We are natural born storytellers. We are also naturally wired to listen to stories. In fact, Spanish researchers demonstrated that stories not only activate the brain’s language processing center, but also activate parts that would be active if we experienced the story ourselves. When your goal is to sell an experience, story has to be central to your strategy. While an important…