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Man’s brain spent most of its evolutionary development in a world where all relevant information existed in the 3 dimensional space around him, rather than in a section of 2 dimensional space right in front of him.

Since our bodies are the products of environment and, more specifically, the efficient use of energy…

…and, since thinking is an extremely energy-intensive endeavor, it’s obvious that our brains are likely to prefer the most efficient form of thinking & memory storage possible.

Humans are born with a pre-disposition for spoken language, but we’re so much better at thinking about and storing spatial information that we’ve actually devised mental conversion systems in order to turn abstract information into spatial information so we can remember it better.

We can read faces, speak languages & gauge the trajectory of moving objects like radar systems, but abstract information is extremely challenging. (Ex: Textbooks)

We’re better at handling abstract information than any other animal on Earth, but we aren’t as good at it as we often think we are.

Think about the last time you tried to convince someone of something by just presenting them facts. They’re more likely to dig their heels in and further entrench themselves in views that they already have & not do what you told them to do.

Even though you know what you’re saying is rational, real & gets the result that person needs, they will still likely not listen, which can be discouraging.

Conversely, the expectation of complete & total rationalism is also unreasonable.

Day-to-day decision making doesn’t require advanced risk analysis or require performing an exercise of formal logic.

Even now in the 2020’s, most decisions do not require complex, abstract reasoning skills.

Yet still, the requirement of living a successful & productive life is being right about some things.

BUT, without complex abstract reasoning, how do we know what the right hierarchy of values are? The most functional beliefs? The most useful narratives? The right tools & resources to use to achieve a specific outcome? AND what all the optimal relationships are between all of these?

Not only that…

But what system can we use to intake, process, compress & store all those pieces of information in a way that uses the least amount of energy possible?

Simply put…

These systems for hyper-compressing useful information - are Stories.

Stories are, functionally, a seamless way to blend our inherent talent of language, with our preference for spatial reasoning, while avoiding the small, redundant details & ‘factoids’ that don't matter.

Stories not only tell us what, when & where something happened…

…they tell us HOW.

They convey the relationships between things and efficiently rank the relative importance of all things involved without wasting the time or brainpower of the listener when saying it.

And because our brains are built for stories, the underlying message sticks.

The stories that are true are the ones that survive on in people’s memories.

(Remember, all “marketing” is, is just a competition to see who can be remembered by the most amount of people in the most cost effective way)

This is why every religion that survives is centered on a single foundation story…

This is also why the larger the religion is, the more memorable the foundation story is…

The literal facts of the story are less important than the truth conveyed about How the world works by the story.

Because facts (The “What”) are constrained by the time frame (The “When”) they happened & their location (The “Where”)...

​…while the patterns (The “How”) of the world’s workings are what reveal truths that transcend time & help us accomplish anything we want for the rest of our lives, no matter our reason. (The “Why”)

So stories are, in simple words:

A narrative that gives you the Pattern which, when you take advantage of it, results in the greatest amount of success.

The most valuable stories are the ones that give “The Best Patterns”.

And the stories that end up reaching the most people, are the ones that communicate they’re giving out “Really Good Patterns”.

So what does all this mean for our marketing & sales messaging?

​All the best converting ads, video sales letters, sales pages are literally just telling the story of How the product or service came to be & Why the viewer is learning about it right now.