Recently, I’ve been doing some research around research itself. I’m taking a great methodologies class at U of T and, despite the Holy-Intensity-Batman feeling I have through the bulk of each session,  it’s probably my favourite afternoon of the week. The other day, we were in the throes of discussion when the question came up: is it actually possible to report truly scientific research? By putting even the most quantitative of claims and conclusions into words, are we not making what is supposed to be factual into its own form of art?

Interesting.

I have always had an intense love for storytelling. I remain deeply convinced that being able to craft reality into something in which we can find meaning and lessons is one of the greatest skills a person can try to develop. While by trade, we work as marketers, The Infiltrators are indeed tasked with writing regularly in order that they might hone this skill as a personal competitive advantage that will help them through their careers.

To me, the best brands in the world are the ones that are truly able to turn basic facts – performance, quality, speed, reliability – into a really impactful story. This story is indeed the core essence of every brand’s identity – this is the difference between the product, the service, the company and the brand. This is what pops into your customer’s mind when he’s staring at a collection of options among your product category. This is why price isn’t the final selling feature. This is how you matter.

I naturally, thus, responded in class that day: the reality in which we live isn’t simply that. Without perception, we would be robots. Without the ability to construct meaning, things would be cold. The story matters, and the story influences. It’s not just words. It’s not just pictures. It can’t possibly be comprised of any single component. It’s the way the whole thing comes together to become a story. There is no doubt in my mind of this basic truth.

So how do you get better at telling your own?