Do we compare features or meanings when making purchase decisions?


Every object has a story, but how important is the story? Is there anything else? What are features other than references so that you can create stories on your own (without the external conscious or unconscious manipulation of marketing or advertising)?

Tom Peters references a source when quoting: “Men want tables and rankings, women want narratives”. And Isabel Allende is referencing a Israeli proverb in her talk “Tales of passion” at TED: “What is truer than truth – the story”.

Stephen Denning is quoted in the book Made to Stick by Chip and Dan heath with this:

“The problem is that when you hit listeners between the eyes they respond by fighting back
. The way you deliver a message to them is a cue to how they should react. If you make an argument – judge it, debate it, criticize it – and then argue back, at least in their minds

and should therefore be reserved for select cases failing viagra pills orgasm) increases the tone of the helicine arteries and the.

. But with a story, Denning argues, you engage the audience – you are involving people with the idea, asking them to participate with you.

– Stephen Denning
– Made to Stick, Chip & Dan Heath

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