Brand journalism can help your brand, business, or cause turn a corner, especially in the court of public opinion.
Microsoft is not what it was in the 1990s. But there are signs it is trying to rebirth itself. If you’ve ever tried to do that you know it is messy, confusing, and ripe with both failure and success.
But Microsoft hasn’t given up yet—even if many consumers have written them off. The encouraging thing is that they aren’t going back to old-school billboard tactics to win in the court of public opinion. Instead, they are trying to change the rules of the game.
The lesson is this: The one who tells the best stories always gains the affection, trust, and permission of the prospect.
Effective storytelling cuts through the clutter of conversation because it is personal, practical, and positions you to be seen differently.
What stories are you telling about yourself? What stories are others telling about you?
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