The Ryan Gosling Story That Will Change The Way You Talk About Your Business

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We're all trying to win people to our causes, to get them to believe in our companies or products or missions. Fact is, all other things being equal, we choose the products and movies and stores and people we deal with because of their stories. This is why story-driven companies like Whole Foods exceed financial expectations over competitors. It's why a lot of us bought Apple products after reading Walter Isaacson's Steve Jobs biography. It's why people who hate sports watch the Olympics, and root for people they've never heard of. Once we know the underlying stories, we're driven to support.

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