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.

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