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Brands That Dream: Only Companies That Dream Stand Out by Elisenda Serra Masip, Xavier Oliver Conti

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11. The Stone in the Lake

Have you ever thrown a stone into a lake? The stone plunges into the water with a muffled noise and disappears, leaving only its trace on the surface in the form of circles that spread from the center outward. The bigger the stone, the more numerous the circles that form around it and the farther their expansion across the lake.

The power of a well-structured and well-shared story is similar to this visual metaphor, in which the stone is our company’s story and the circles in the lake are each of the groups of people whom we will reach. We reach them in the same way the circles expand: from the center outward.

We have said that word of mouth is that marvelous mechanism that seems to start out of nowhere and that we ...

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