Story is about eternal, universal forms, not formulas.

Whereas life separates meaning from emotion, art unites them. Story is an instrument by which you create such epiphanies at will, the phenomenon known as aesthetic emotion...Life on its own, without art to shape it, leaves you in confusion and chaos, but aesthetic emotion harmonizes what you know with what you feel to give you a heightened awareness and a sureness of your place in reality.

Ninety percent of what we create is not our best work.

To connect to people at the deepest level, you need stories.

The Business story is designed to trigger the listener to take an effective action. If it doesn't, the story fails.

When we want mood experiences, we go to concerts or museums. When we want meaningful emotional experience, we go to the storyteller.

A culture cannot evolve without honest, powerful storytelling. When a society repeatedly experiences glossy, hollowed-out, pseudo-stories, it degenerates. We need true satires and tragedies, dramas and comedies that shine a clean light into the dingy corners of the human psyche and society.