A story is a character who has a problem who meets a guide that gives them a plan and calls them to action. That's Tommy Boy star wars, Bridget Jones diary, the king speech, moneyball. This is a 2000 year old formula that has worked since Aristotle. And so what does that have to do with our marketing? We need to know who our character is and define what it is they want. When we define that, we engage our customer in a story question.

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