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What’s Your Story?: Storytelling to Move Markets, Audiences, People, and Brands by Watts Wacker, Ryan Mathews

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Chapter 4The Abolition of Context

The ability to communicate a commonly understood context is the bedrock of effective storytelling. But, as you are about to see, creating a fictional context is much easier than leveraging a cohesive social context—the kind of context you need to make storytelling work for business.

It Was a Dark and Stormy Night (or Was It?)

Read the following sentences carefully: The fog grew denser and more insistent with each hesitant step she took. It seemed to her to be a living thing, tentatively reaching out to touch her and quickly retracting into itself, then caressing her more insistently, clinging to her legs, inching steadily up her torso. Now the fog was almost taunting her, threatening to envelop and swallow ...

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