The Right Story: The secret to spreading your ideas by Bernadette Jiwa

Author:Bernadette Jiwa [Jiwa, Bernadette]
Language: eng
Format: epub
Publisher: Perceptive Press
Published: 2019-01-08T23:00:00+00:00

Storytelling is as much about showing as it is about telling.

As you look at the Story Compass, you will see that the audience—the who, your number one driver is at its centre. The four other key Story Drivers correspond with the four parts of the Change Journey: attention, connection, persuasion and action. You can’t change a mind or win a heart unless someone is ready, willing and able to be persuaded or to act. You must meet the audience where they are.

Attention: If people are not interested in your message, they won’t connect with your cause or brand.

Connection: If people don’t trust you, they won’t be persuaded by you.

Persuasion: If people don’t understand the benefit to them, they won’t be persuaded to act.

Action: When people know, trust and understand why they should act, they do.

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