Adolph Hitler is a prime example of a propaganda machine that told a bad story; a story that fostered prejudice, cruelty and death.
Winston Churchill, on the other hand, spoke to the House of Commons on May 10, 1940 with this story: I would say to the House, as I said to those who have joined this Government: “I have nothing to offer but blood, toil, tears, and sweat.”
We have before us an ordeal of the most grievous kind. We have before us many, many long months of struggle and of suffering. You ask what is our policy? I will say: It is to wage war, by sea, land, and air, with all our might and with all our strength that God can give us. . . .That is our policy. You ask, What is our aim? I can answer in one word: Victory–victory at all costs, victory in spite of all terror; victory, however long and hard the road may be. [Churchill: the Life Triumphant, American Heritage, 1965, p. 90]
Six days later he went on radio to speak to the world at large. He said:
This is one of the most awe-striking periods in the long history of France and Britain. . . . Behind us . . . gather a group of shattered States and bludgeoned races: the Czechs, the Poles, the Norwegians, the Danes, the Dutch, the Belgians–upon all of whom the long night of barbarism will descend, unbroken even by a star of hope, unless we conquer, as conquer we must; as conquer we shall. [Churchill, p. 91]
Then two weeks later he was back before Parliament. “We shall not flag or fail,” he vowed.
We shall go on to the end, we shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender. [Churchill, p. 91]
Thanks to the bravery of many, a better story won out. But that’s not always the case. Good stories require the efforts of great men and women to be that story.
Stories are very powerful motivators, both for the buyer and the seller. When you tell the right story, you can cut your sales cycle in half, or more. But tell the wrong story, or worse yet, don’t tell one, and buckle up for a long and drawn-out sales cycle. The buyer simply won’t understand how your solution can help them. Find a good story of how your solution helped the life of another buyer, point out how your product could be the only one to do it that way, tell your story, and wear it out when it works.
— Kevan Kjar