The following is an excerpt from Seth Godin’s blog about the ingredients that comprise the ‘Great Story’ recipe:

Great stories are rarely aimed at everyone. Average people are good at ignoring you. Average people have too many different points of view about life and average people are by and large satisfied. If you need to water down your story to appeal to everyone, it will appeal to no one. The most effective stories match the world view of a tiny audience—and then that tiny audience spreads the story.
Great stories don’t contradict themselves. If your restaurant is in the right location but had the wrong menu, you lose. If your art gallery carries the right artists but your staff is made up of rejects from a used car lot, you lose. Consumers are clever and they’ll see through your deceit at once.

Click here to read the full blog post.

Click here to subscribe to Seth Godin’s podcast, Akimbo:

Akimbo is an ancient word, from the bend in the river or the bend in an archer's bow. It's become a symbol for strength, a posture of possibility, the idea that when we stand tall, arms bent, looking right at it, we can make a difference. Akimbo's a podcast about our culture and about how we can change it. About seeing what's happening and choosing to do something. The culture is real, but it can be changed. You can bend it (From Seth’s Blog).

Click here to follow Seth Godin on Twitter.

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