“There’s a reason most marketing collateral doesn’t work,” Mike said, putting his feet up on the coffee table. “Their marketing is too complicated. The brain doesn’t know how to process the information. The more simple and predictable the communication, the easier it is for the brain to digest. Story helps because it is a sense-making mechanism, Essentially, story formulas put everything in order so the brain doesn’t have to work to understand what’s going on.”
from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller
