By the end of the process I've discussed in this chapter so far you should have two things:
You will be creating a story from these raw materials in the next two chapters, including an emotional structure, an envelope, and packaging for the facts. Now, before you begin, I want to get one thing absolutely clear. I know some people hate packaging. They think it's wasteful and it also hides lies, in that it presents the product in its best way rather than objectively. Some people might think that it's immoral to tell stories because of that. This doesn't worry me at all. What worries me is that some people get into storytelling because they think that it will help to sell bad products. It won't.
If you want to create a fictitious story, this book is not for you. The bad news is that books about fictional stories are not for you either. Peter Dunne, a scriptwriter whom I quoted earlier and will be quoting again, said, “The story is the journey for truth.”
Even if you are free to say whatever you want, you still have to tell the truth. I sometimes do workshops titled “Self-presentation” where I teach people to construct stories from their own biographies. Some students come to the workshop to create marketing “legends” for themselves. Some come to attempt to understand who they really are. The latter ones get much better results as far as marketing is concerned.
Authentic stories don't require much practice to tell. When ...