Put People in the Story

Put people in the story.

Not as background. As characters. As the protagonists of the change you’re describing.

The best marketing I’ve ever seen doesn’t talk about the brand. It talks about the person who was changed by the brand. The best leadership I’ve ever seen doesn’t talk about the vision. It talks about the people who are living it out.

When you put people in the story, two things happen. First, the audience sees themselves in it. Second, the people you’ve included become advocates – because you’ve made them part of the story.

Put people in the story. Always.