Great marketers don’t sell dreams, they sell realities

The magic ingredient, it turns out, is storytelling. “Stories have emotions that data doesn’t,” explains Ariely. “And emotions get people to do all kinds of things.”
Marketing leaders will prick up their ears. First, because marketing departments tend to be big, diffuse and populated by individuals with strongly-held, divergent opinions, so any insight from the behavioural sciences on how to get everyone pointing in the same direction is welcome.
And second, becaus