Whilst reading a book on marketing the other day, I came across this quote:
“We are in the twilight of a society based on data. As information and intelligence becomes the domain of computers, society will place more value on the one human ability that cannot be automated: emotion.
Imagination, myth, ritual — the rich language of emotion — will affect everything from our purchasing decisions to how we work with others. Companies will thrive on the basis of their stories and myths.
Companies will need to understand that their products are less important than their stories.”
– Rolf Jensen (Copenhagen Institute for Future Studies, author of The Dream Society).
It’s interesting to see the touching video The Power Of Words in this light. The first advert focuses on understanding information whilst the second evokes a deeper and more powerful response.
What are your (compelling) stories?