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The Hook by Richard Krevolin

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CHAPTER 14Brand/Product Vision Myth

The most pathetic person in the world is someone who has sight but no vision.

—Helen Keller

Sometimes, we tell stories in business to inspire and create myths or, in other instances, we develop stories to defuse or tame legends. This chapter will use the rules and tools already given in the earlier chapters to look at how stories can create heroes and bond teams together, leading to greater collaboration, greater success, and a deeper understanding of what your company represents.

Sometimes the hero of your story is one of your consumers. Look to your testimonials to get these stories. For example, take NutriBullet, “The world’s first nutrition extractor.” Now, whether NutriBullet really emulsifies plant matter ...

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