Video: Storytelling, Myths and Legends

Storytelling and legends have been with us since the beginning of time.

It is appropriate because the war in Ukraine is creating some very deep and important ones right now. The story of the 300 Spartans holding off an enormous Persian Army is another example. 

The Persians were not able to break through without the help of a local shepherd... Who showed them the way to get behind the Spartans using a mountain path.

It was the Persians who were able to kill those 300 men.

But that legend has survived now for two thousand plus years.

A national identity is forged by storytelling with myths and legends... that form a common understanding/or a common set of beliefs (you'd call it) for which people will fight and die. 

And they are... Encouraged and given confidence by a powerful leader who is a good communicator.

That happened at Thermopylae... 

When Leonidas communicated the importance of the battle they were about to fight.

He inspired his army by telling them a story about how people would in two or three thousand years tell stories of their valor... Not dig up Spartan temples.

And they are.

Here we are in the middle of a very unfortunate war... Brought about by a very unfortunate misunderstanding. We log on to the internet and listen to a charismatic leader who gives his country countrymen, the belief. 

In fact, I was on a Zoom call the other day with a friend, who was talking about it. 

He's been in the US army, a cavalry officer in Iraq. 

And he said, quote/unquote.

"Without Zelensky being in place and leading his people into the war... Ukraine would have collapsed already. He is inspirational."

There's no question about that. 

And that's the power of storytelling
That is the power of myth and legend.

To give people an emotional bridge that holds them together and gives them the will to resist.

This is why there have been three attempts on Zelensky's life in the last week.

There's lots of information.

How much of it is the verifiable truth and how much is misinformation? 

Propaganda is yet to be established but the point is if you tell stories, you create a world in which people are able to connect with you... They believe those same stories, myths, and legends. 

Then you will be a position in a position to grow your coaching business.

This is the power of that world and the gravity in that world.

I mean, the external gravity being the pull that your world has to other people who come across it. 

The Ukrainian story... And the story of the 300 Spartans illustrate the power of storytelling. You should take the hint and put it to good use in building your world. 

It's a place you create where the people you want to talk to feel comfortable

We create gravity by telling stories in the way that leaders create a nation-state. Common values, beliefs and principles. 

And that is why, they are so powerful. 

So the world you create consists of all the places you show up in.

Your comments on social media. Posts on social media, your website, your pages on your website. How you show up on YouTube. All these things are pieces of your world.

And that is why it's important to master one social media platform at a time. 

You cannot, unless you have a small team of VAs, be on all of them and do yourself justice on every single one because there are only so many hours in the day... You will spread yourself too thin. 

Build a world by repurposing the content you create

And one of the fastest ways of creating content is by making videos. Then you can repurpose that in many different ways.

As an MP3 PDF/doc file.

There are many different ways of repurposing the original video without editing it. It just depends on how much time you have to devote.

What do you want to achieve?
And where are your ideal clients most likely to hang out?

If you answer those two questions, you will have a good idea of where you are going to build your world... And where you are going to tell your stories. 

To put that in context... 

Zelensky/Ukraine are not telling their stories in Russia. The stories would be more likely to fall on stony ground there. 

The stories that Zelensky has told in the West have motivated the European Union and the United States to apply more sanctions than they have ever applied before. 

And another example... That piece of paper with one dollar written on it, you have in your wallet. 

The reason you're able to take it to a store and buy something with it... is because everybody believes in the story that piece of paper represents.

Fiat currency is nothing more than a story we have all made up to to make our lives easier. 

That paper is now disappearing. It's all done in CODE. Everybody believes in the swift money transfer system. We don't see lorry loads of dollar bills moving from one place to another. 

It's all done with zeros and ones. And eventually, it may be done in the blockchain which is another form of code. If you look at your world around you, there are very few physical things in it that make up your world.

Your house is one of them. Your car is another. The fuel that you put in it is yet another. 

What else is physical in your world? 

Most of it is made up of stories and legends and myths.

When you think about your business. It is a story that you tell yourself to start with and later to your ideal client. In other words, your positioning and your offer and all that. 

Then you can go out and start telling your story to the people you want to talk to. You can start creating a world for them to visit. This is why it's important to understand who you want to talk to.

So you can get your positioning right. And get your offer clear. But also when you tell your stories... To be very clear about the people that you want to talk to.

For instance...

Accountants/bookkeepers who have hired up to 10 people... And want to grow their client list without increasing their overhead.

You have made it very clear who you want to talk to.

By telling a story without saying...

"Friends, Romans, countrymen..." 

Caesar would be talking to thin air. Those friends, Romans, and countrymen wouldn't realize he was speaking to them. 

Or that famous Ad, when Steve Jobs talked about... 

"Here's to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes ... the ones who see things differently -- they're not fond of rules, and they have no respect for the status quo."

By calling out those round pegs in square holes, he was calling out the people that he wanted to talk to. The ideal client that Apple had settled upon.

This was different from the story that Microsoft was telling.
IBM looked at the personal computer and thought... This is a joke. 

Microsoft realized they had to get their software onto personal computers... So they and Apple worked together at the very start.

Those are stories, myths and legends.

We see myths being created now about the 13 coastguards on Snake Island... Telling the Russian Navy to go and go f*ck themselves. We see them being created by Ukraine...

These are legends that will be told in Ukraine for hundreds of years.

You have to tell stories consciously. You have to do it deliberately. And you have to understand what you're doing when you do it.

There will be many mistakes. If you're not making mistakes, you're not trying hard enough. That is why fundamental marketing is so important because you are telling a story. And if you recognize that you are telling a story, then you are coming at it from first principles.

That is why it's so important to take your time to get these things sorted in your own head to begin with. Because if you don't, the message you give will sound like a badly tuned Stratocaster.

It's almost there, but it just sounds off. And therefore, not as attractive and tuneful as it might.

If you have some thoughts or reflections, please feel free to come back to  me.

Have a great week. 


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