Story is the greatest weapon

“Nobody can look away from a good story. In fact, neuroscientists claim the average human being spends more than 30 percent of their time daydreaming . . . unless they’re reading, listening to, or watching a story unfold. Why? Because when we are engaged in a story, the story does the daydreaming for us.
Story is the greatest weapon we have to combat noise, because it organizes information in such a way that people are compelled to listen.”

Excerpt From: Donald Miller. “Building a StoryBrand.”