Where do (good) ideas come from?
A great story can sell. Consumers like to be entertained and will reward a tale well told but have an aversion to being oversold. The exception is when it’s so over the top it’s amusing. The 1980s car dealer Tony Packard “… up the Windsor Road from Baulkham Hills, and let ME do it right for YOU!” Story is what draws us in. We asked Tom van Laer, associate professor of Narratology, The University of Sydney, to explain: “Story is an account of an event or a sequence of events leading to a transition from an initial state to a later or end state, which a storyteller conveys to a story consumer. “The mental state of narrative transportation explains the persuasive effect of stories on consumers. When consumers lose themselves in a story…