If you’re like me, you were educated to make an argument by framing a proposition with statistical and anecdotal supporting evidence. While facts aren’t bad, the key to powerful communication is not analysis but the use of metaphors common to shared community life.
If you create something, you want it to find a home in the wild. You want your baby ideas to grow up and have influence. It’s why you raise them! But for them to live well on their own, you need to understand this critical aspect of the market.
If you want your big idea – your sermon, talk, presentation, film, video, marketing campaign, you name it – to resonate with the ones to whom you’re communicating, you need to learn what makes for a good story and how to apply it to any situation.