Apple didn’t start their messaging with ...

  • We make great computers that are beautifully designed, simple to use, and user friendly. Want to buy one?

Yet, this is messaging model of how many technology companies communicate.

They communicate what they do and how they do it. But it is uninspiring and not motivating.

Great story telling has the ability to engage a consumer at an emotional level. It draws you in, and it leaves you with something, and you remember the brand.


The common thread of movie makers and Aristotle! Just like the greatest storytellers like Aristotle or the movie makers of our day, they built their stories around a protagonist (a hero) and a villain (which is the market problem or obstacle you are solving).

  • They create a villain to feel empathy towards the hero.
  • They create conflict the hero will face that makes achieving the goal seem impossible. But are triumphant in the end.

The point is, they are creating something bigger. They are marketing the problem they are taking on.

Click Here to see some examples