Will Storr

It went away. you know it went away so it was a really successful apology video and i think it's because it you know he does come across as this you know he's a he's a lumpy ceo he doesn't look particularly heroic but he but he's embodying all the causes of the classic narrative hero in that video have you seen any bad ones do any uh scientific science of storytelling uh suboptimal Oh, yeah.

I forget the name of the platform now, but it's in the book. There's a guy, there was some website he owned, I think. And he had to lay off like two people. And when he had to lay off two people, he put a video of himself on LinkedIn with a tear, like a genuine, like a tear coming down his face.

I forget the name of the platform now, but it's in the book. There's a guy, there was some website he owned, I think. And he had to lay off like two people. And when he had to lay off two people, he put a video of himself on LinkedIn with a tear, like a genuine, like a tear coming down his face.

I forget the name of the platform now, but it's in the book. There's a guy, there was some website he owned, I think. And he had to lay off like two people. And when he had to lay off two people, he put a video of himself on LinkedIn with a tear, like a genuine, like a tear coming down his face.

talking about, I wish I was the kind of CEO that could just lay people off and not care, but I care so much. And of course, it's back to the selfishness thing. He's just thinking about himself. And it was entirely self-defeating. The comments under the LinkedIn video were hilarious. It became a big Daily Mail story.

talking about, I wish I was the kind of CEO that could just lay people off and not care, but I care so much. And of course, it's back to the selfishness thing. He's just thinking about himself. And it was entirely self-defeating. The comments under the LinkedIn video were hilarious. It became a big Daily Mail story.

talking about, I wish I was the kind of CEO that could just lay people off and not care, but I care so much. And of course, it's back to the selfishness thing. He's just thinking about himself. And it was entirely self-defeating. The comments under the LinkedIn video were hilarious. It became a big Daily Mail story.

It became this kind of massively hated figure for a few days in the media generally. So yeah, the LinkedIn tier guys is I think the worst one I've ever seen.

It became this kind of massively hated figure for a few days in the media generally. So yeah, the LinkedIn tier guys is I think the worst one I've ever seen.

It became this kind of massively hated figure for a few days in the media generally. So yeah, the LinkedIn tier guys is I think the worst one I've ever seen.

What do most people get wrong about good storytelling? I think... There's so much. But what do you mean when they're trying to create kind of persuasive stories? Yeah, okay. Well, I think people still feel that the best way to sell a product is with facts about the product. I mean, there might be cases in which that's true.

What do most people get wrong about good storytelling? I think... There's so much. But what do you mean when they're trying to create kind of persuasive stories? Yeah, okay. Well, I think people still feel that the best way to sell a product is with facts about the product. I mean, there might be cases in which that's true.

What do most people get wrong about good storytelling? I think... There's so much. But what do you mean when they're trying to create kind of persuasive stories? Yeah, okay. Well, I think people still feel that the best way to sell a product is with facts about the product. I mean, there might be cases in which that's true.

Certainly, you can list lots of business-to-business cases in which that's true. If you're wanting to order a part for your car, you're rocky. You just want to know how good the part is. That's fine. But if we're not talking business-to-business, it generally is the best ways to appeal to people's identities. It's much more powerful than appealing to the qualities of your product.

Certainly, you can list lots of business-to-business cases in which that's true. If you're wanting to order a part for your car, you're rocky. You just want to know how good the part is. That's fine. But if we're not talking business-to-business, it generally is the best ways to appeal to people's identities. It's much more powerful than appealing to the qualities of your product.

Certainly, you can list lots of business-to-business cases in which that's true. If you're wanting to order a part for your car, you're rocky. You just want to know how good the part is. That's fine. But if we're not talking business-to-business, it generally is the best ways to appeal to people's identities. It's much more powerful than appealing to the qualities of your product.

And that general kind of idea of identification is just a massively important thing, not just in persuasive storytelling, but in all storytelling. In the stories that we love, we sit down and the film begins or the novel begins, and we meet a character that we identify with. You know, there's a very ridiculous kind of idea in storytelling still that people want to write characters that we like.

And that general kind of idea of identification is just a massively important thing, not just in persuasive storytelling, but in all storytelling. In the stories that we love, we sit down and the film begins or the novel begins, and we meet a character that we identify with. You know, there's a very ridiculous kind of idea in storytelling still that people want to write characters that we like.

And that general kind of idea of identification is just a massively important thing, not just in persuasive storytelling, but in all storytelling. In the stories that we love, we sit down and the film begins or the novel begins, and we meet a character that we identify with. You know, there's a very ridiculous kind of idea in storytelling still that people want to write characters that we like.

Likeability is the thing. But likeability isn't the thing. Identification is the thing. You know, if we identify with somebody, if part of our brain goes, that person on the screen, that's me, then we're going to love that story. You know, that's why the girl boss era in Hollywood has been so unbelievably toxic. The Indiana Jones, the Star Wars, and in the UK, the Doctor Who, where they've...