People buy stories - not products

Our minds think in terms of stories.

Interviewing for a job?

• You're telling the story of how a humble internet lurker turned into an esteemed professional in your field. If the interviewer likes your story, you get the job. If it feels inauthentic or contrived, you're out of luck.

Trying to sell a project?

• You're telling a story about how the product. This can either be the founding story, or one about your customer's have benefited from the product.

Here are a few other examples of storytelling at play:

• Bitcoin: It's not just a digital currency, it was created by an anonymous figure and hailed as a prophetic tool against inflation. People are in-love with the story, enough that it has captured the imagination of the world.
• SoundCloud: A platform where undiscovered artists build lifelong artistic friendships that challenge the music industry.

When you're working on a product, also consider the story behind it.