Characters are central in a story. They symbolize how the brand is perceived by the human spirit. A plot structure shows how the character navigates among the network of humans who will rewrite their own version of the story. Metaphors are the unconscious process happening in the human spirit. Stories with compatible metaphors will gain relevancy and be perceived as truths by consumers. Stories that move people have all three of these core components: character, plot, and metaphor. Creating a good mission is a giant step for companies. Spreading it through storytelling is another.
