Contagious: Stories

Key Points:

• People do not think in terms of information, they think in terms of narratives. But while people focus on the story itself, information comes along for the ride.
• Effort pays off. Take the time to do something right. You might not have as much fun right away, but you'll find that it's worth it in the end.
• Stories, then, can act as vessels, carriers that help transmit information to others.
• The mere fact that it happened to someone who is like me makes me feel that there is a pretty good chance it will happen to me too. 
• People are also less likely to argue against stories than against advertising claims.

Trojan Horse: 

• Just like the Trojan Horse itself, stories are more than they seem. Sure, the outward shell of a story, we could call this the surface plot-grabs your attention and engages your interest. But peel back that exterior, and you'll usually find something hidden inside.
• Information travels under the guise of what seems like idle chatter.
• We need to build our own Trojan Horse--A carrier narrative that people will share while talking about our product or idea along the way.