How to change buyer behaviour with stories

A framework for marketers

Ideas don’t change the world. Stories do. Being able to tell stories that change buyer behaviour is a skill anyone can learn. But if we want to change someone’s behaviour, we first need to understand the belief that's driving it.

Inside this framework you'll find the recipe for all good storytelling. It is what needs to happen inside our audience’s minds if we want them to change their behaviour. 

This framework covers:

• What a story really is: And how to spot a good one
• The story framework: And the key to changing behaviour
• A polished story: And how to create one of your own