“If a story is not about the hearer he will not listen. And here I make a rule – a great and interesting story is about everyone or it will not last.” – John Steinbeck, East of Eden

A great and interesting story is about everyone. Meaning a great and interesting story is about you.

Messaging for today’s sophisticated audience must be built on the foundation of great Storytelling. And according to Mr. Steinbeck, a Story is great because it is about whoever receives it at the time. The best Stories are always the ones that we connect with the most, that sync with our emotional tuning fork. And we connect with them because they say something about us.

Some of the best ads achieve this same phenomenon. Look at the award-winning ad from Under Armour’s Rule Yourself campaign.

What a masterful achievement in Storytelling. After all, why shouldn’t we relate to that video? Aren’t we all working toward something? Striving for something? Unseen in the magic hour overcoming insurmountable odds in the pursuit of some purpose or meaning or achievement.

The final message of that piece states, “It’s what you do in the dark that puts you in the light.” Not what Michael Phelps does. What you do.

The greatest stories are the ones we connect with. And we connect with them because we see ourselves, or who we were – or who we want to be. It becomes a Story about us. A Story about you.

Great Storytelling tells your audience something meaningful about themselves.