When the Storyteller Is More Important Than the Story

Guest post by corporate comms advisor Eric Schwartzman.


This is a guest post by Eric Schwartzman, founder of Comply Socially and senior corporate communications adviser.

If you’re trying to win hearts and minds in a contentious political environment–or customers in a competitive marketplace–what you say may not be as important as who says it.

The storyteller has become more important than the story.

Whether you’re selling policy or product, the public grows uncertain when influencers argue. If you’re trying to compel someone to act, uncertainty is your enemy; If you’re trying to bury a project, it’s your friend.

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