There is a difference between a good story and a great story.

A good story gets our attention. A great story changes us.

Successful marketing campaigns and brand stories do not convince us. They move us.

A good leader gets our vote, and sometimes, our respect. A great leader gains our loyalty, and often, our love.

We do not have to be smart enough to manipulate people to act. We have to be sincere enough to move them to act.