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The Only Way To Win The Business War You Didn’t Even Know You Were In

The phrase “Once upon a time” contains what are probably the four most powerful and magnetic words in existence.

They draw us in when we’re kids and they still have the power to draw us in as adults.

In fact, Jonah Sachs in his bookWinning The Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Futureargues that the person who tells the best story wins.

winning the story wars jonah sachs

Click image to take a sneak peek inside the book and read part of it on Amazon.

He says that we are in a war these days and we don’t even know it.

It’s the battle to be heard in a world full of static and noise.

The only way to win this war for attention is through the power of stories.

The brands, businesses, organizations, and individuals who are able to break through are the ones who know how to harness this power.

Sachs says that because our cultural has lost the common myths all societies used to have, storytellers are now needed more than ever.

NOTE: When he uses the word “myth” he doesn’t necessarily mean that the stories are fake or fantasy.

He uses the term to describe the foundational stories that all societies used to teach common morals, societal norms, etc.


The Hero’s Journey

Joseph Campbell describes one of these common stories all cultures tell as “the hero’s journey”.

The basic story goes like this:

  • It starts with a person who is just living an ordinary life.
  • The person, who is a potential hero, is presented with a problem, challenge or adventure.
  • The potential hero has to choose to answer this call to adventure or reject it.
  • At first the person rejects the call.
  • Then a mentor of some kind comes into the potential hero’s life.
  • The mentor challenges the potential hero to answer the call and prepares the potential hero to succeed on the journey.
  • The potential hero goes on an adventure.
  • The potential hero faces dangers and trials along the journey.
  • Along the way the potential hero meets others who go on the journey with him/her.
  • The potential hero almost fails, but usually wins because of their weakness or hidden strength.
  • The potential hero usually also owes their victory to the others who joined him/her on the journey.
  • The potential hero comes back changed and now and is now a proven hero.

This story is told in cultures around the world.

It’s the basis of the most successful stories in our culture.

Stories like Star Wars, The Hobbit, Lord Of The Rings, etc. are all based on this formula.

What Sachs teaches you in the book is how to tap into this story and tap into your prospects and customers desire to live out this story.

He teaches you to do it in a way that is not manipulative or self-centered, but instead allows you to do it in a way that challenges people to greater living.

It allows your prospects and customers to be the hero and allows you and your company to be the mentor challenging them, helping, and encouraging them on the journey.

If you want to learn how to capture people’s attention and help them to be more and do more, then I highly recommendWinning The  Story Wars“.

My Personal Method

Side Note: I believe VERY strongly in the power of stories.

I think they are the best way to capture attention and resonate with people. If you are interested in learning how I use stories and what I call the “21 Types Of Content We Crave“, then check out this webinar recording I offer on my other site.

Learn more about the webinar here:Why Boring Isn’t Memorable And What To Do About It.

NOTE: 2BH always uses affiliate links to Amazon, but we never recommend a book simply for the commission.  (It’s not big enough to be worth that.)  We just think that Amazon might as well cover an occasional Starbucks drink for us in exchange for sending people to buy books from them!  🙂  **If it bothers you that the links above are affiliate links, then copy the title above and go to here.  No commission will be given to us if you use the link in the previous sentence.  The book is worth it for you to get it either way!


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About Scott Aughtmon (1872 Articles)
I’m author of the book 51 Content Marketing Hacks. I am also a regular contributor to and I am the person behind the popular infographic 21 Types of Content We Crave. I’m a business strategist, consultant, content creation specialist, and speaker. I’ve been studying effective marketing and business methods (both online and offline) since 1999. ===> If you would like to see ways that we could work together, then please click here to learn more.