The average human spends 30% of their time daydreaming, unless they are reading/listening to/wathcing a story. Story is the one thing that can hold a humans attention for hours. Stories do the daydreaming for us. Stories create music out of noise. The brain remembers music and forgets about noise. Take a series of random events and choreograph it to filter out the noise. [:. When storytellers expend too much information, the audience is forced to burn calories and lose interest. They stop listening and start daydreaming and do not become customers.. Every story you see/hear in a nut shell: a character who wants something encounters a problem before they can get it. At the peak of their despair a guide steps into their lives, gives them a plan, and calls them into action. That action helps them avoid failure and end in success.. Anything that doesn’t serve the plot, has to go.. Truly brilliant marketers/screen writers know how to use the formula while still avoiding cliche.. Three questions potential customers must answer within 5 seconds of looking at our website. We need a filter. A good messaging filter allows to bring back on the things that bore our customers and focus on all the things that will help them survive/thrive. We are the guides. Clarity produces results. Stories organize information in such a way that people are compelled to listen. If it does not serve the plot, then it needs to go. Learn from Steve Jobs and how his branding changed after he left apple and went to Pixar.. The essence of branding is to create simple, relevant messages, we can repeat over and over so that we can 'BRAND' it into people's consciousness.. The story about apple, is not about apple. It is about you. You are the hero.. People buy products they can understand the fastest.