Winning the Story Wars Quotes

“Using Maslow’s insights, you can define higher-level values appropriate to your message, brand, and audience. Then, using what we learn from Joseph Campbell, you can turn those values into a resonant moral of the story and create a story structure that will appeal to the heroic potential in your audiences. These models show us a clear alternative to the dark, limited view of human nature inspired by Freud and brought to the marketplace by men like Edward Bernays.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“Be interesting. Tell the truth. And if you can’t tell the truth, change what you’re doing so you can. In other words, live the truth.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“rebels seem to resist conformity to anything—except perhaps the Apple brand.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“vanity sets in when you love what you’re selling so much that you assume everyone else will too. You start to believe your idea will sell itself if you can just reach out and tell people about it. You’re wrong.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“human beings share stories to remind each other of who they are and how they should act.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“empowerment marketing—stories told to help encourage audiences on their path to maturation and citizenship. The practice of empowerment marketing is based on two of the most influential theories in the field of human growth and maturation—Abraham Maslow’s hierarchy of needs and Joseph Campbell’s hero’s journey.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“We live in a world that has lost its connection to its traditional myths, and we are now trying to find new ones—we’re people, and that’s what people without myths do. These myths will shape our future, how we live, what we do, and what we buy. They will touch all of us. But not all of us get to write them. Those who do have tremendous power.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“Everything you need is already inside.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“People who emphasize extrinsic values show higher levels of prejudice, less concern for human rights, lower levels of behavior to protect the environment, and higher rates of depression.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“orient your entire brand toward storytelling by defining and defending a powerful moral of your story in every communication.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“For most of human history, myths have survived through changing times because they did not demand to be seen as a literal retelling of events.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“Start with your audiences and their needs, then introduce yourself as a catalyst for helping them meet those needs, and a story instantly begins to unfold: Multiple characters and, most importantly, your audiences in a starring role. Conflict between your audience’s desires and their current state. And a plot or journey that you invite them to join you on to reach those desires.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“[19th century copywriter] John Powers had given us all we’ve ever really needed to know. Be interesting. Tell the truth. And if you can’t tell the truth, change what you’re doing so you can. In other words, live the truth.”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“he doesn’t see brand communication as marketing at all but”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“In Maslow’s pyramid we find a way to lay the foundations for an empowerment marketing story strategy—choosing from universal human values that stress truth over falsehood, the heroic nature of audiences and the citizen over the consumer”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“many people get stuck focusing on basic needs at the expense of dedicating themselves to higher purpose because society continually stimulates insecurity at the lower levels: “Anything that increases fear or anxiety tips the dynamic balance between regression and growth back toward regression and away from growth,”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

“Stories that allow people to access and express their own inner truths—what could be a more powerful tool for creating evangelists in our postbroadcast world?”
― Jonah Sachs, Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future