If your story is about how good you are, how much money you make, how big of a house you own, how many cars you have, how resounding your title is, how easily your product sells, how fantastic your company is, how many employees you have hired in the past year, how much revenue you made last year, how many new features you have released in the past six months.

Why should we care?

Tell us about the challenges instead, and we will be hooked. Even better, we will empathize.

If you cast a corporation as protagonist, do not brag about its size, its reach, its wealth, its influence. If you cast a product as a protagonist, do not brag about its newness, its hipness, its celebrity. The world spares no empathy for an overdog; market with a graceful humility.

Robert Mckee, Thomas Gerace – “Storynomics”