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How to tell a great story？如何讲一个伟大的故事？
Great stories succeed because they are able to capture the imagination of large or important audiences.精彩的故事之所以成功，是因为它能够抓住大部分或重要受众的想像力。A great story is true. Not necessarily because it’s factual, but because it’s consistent and authentic. Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on.一个伟大的故事一定是真实的，而它的成功不一定是因为它的真实，而是源于它的一致性和地道性。消费者们太聪明，很容易发现故事的纰漏，所以市场狗们不要投机取巧，胡乱应付观众。Great stories make a promise. They promise fun, safety or a shortcut. The promise needs to be bold and audacious. It’s either exceptional or it’s not worth listening to.精彩的故事会有一个承诺。他们承诺快乐，安全感或指出捷径。承诺需要大胆无畏。如果故事不够意外，没有人会愿意听。Great stories are trusted. Trust is the scarcest resource we’ve got left. No one trusts anyone. People don’t trust the beautiful women ordering vodka at the corner bar (they’re getting paid by the liquor company). People don’t trust the spokespeople on commercials (who exactly is Rula Lenska?). And they certainly don’t trust the companies that make pharmaceuticals (Vioxx, apparently, can kill you). As a result, no marketer succeeds in telling a story unless he has earned the credibility to tell that story.伟大的故事值得信赖。信任是我们仅剩的最稀缺资源。没有人会相信别人。人们不相信漂亮的女人会在街角酒吧独自购买伏特加酒（除非是白酒公司付的钱）。人们不相信广告代言人（谁是Rula Lenska？）。人们也当然不相信制药公司（Vioxx会让人致死）。结果，除非讲故事的人自己已经赢得了某种信誉，否则营销人员的故事都不会被采信。Great stories are subtle. Surprisingly, the fewer details a marketer spells out, the more powerful the story becomes. Talented marketers understand that allowing people to draw their own conclusions is far more effective than announcing the punch line.伟大的故事是隐晦的。令人惊讶的是，营销人员讲的细节越少，故事就越有说服力。聪明的营销人员要知道，让人们自己得出结论比我们口吐莲花要有效。Great stories happen fast. First impressions are far more powerful than we give them credit for.伟大的故事发生得很快。第一印象比我们认为的要重要得多。Great stories don’t always need eight-page color brochures or a face-to-face meeting. Either you are ready to listen or you aren’t.精彩的故事不一定总是需要八页的彩色小册子或面对面的会议来讲述。重点是：您准备好听故事了吗？Great stories don’t appeal to logic, but they often appeal to our senses. Pheromones aren’t a myth. People decide if they like someone after just a sniff.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.精彩的故事并不总符合逻辑，但它们通常会吸引我们的感官。费洛蒙不是神话。人们只需要嗅一下就知道是否喜欢某人。伟大的故事很少适用于所有人。一般人都会忽视伟大的故事。普通人对生活的看法五花八门，他们也普遍会自满。如果要淡化故事以吸引所有人，那么它不会吸引到任何人。最有效的故事会与少数观众的世界观相匹配，然后那群少数观众会传播故事。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.伟大的故事自身并不矛盾。如果您的餐厅地理位置不错，但是菜品不行，您还是会失败。如果您的美术馆展示了优秀艺术家作品，但您的员工看起来都是开废品二手车的，那您就输了。消费者很聪明，他们会立刻识破您的骗局。Most of all, great stories agree with our world view. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.最重要的是，伟大的故事符合我们的世界观。最好的故事不会教给人们任何新东西，而是与听众的信仰相一致，提醒他们原来想的就是对的，让听众们觉得自己很聪明且充满安全感。
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