Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business

Sapiens: A Brief History of Humankind
(New York:
Harper, 2015), 31.
6
. “Why Choose hydraSense®,” hydraSense Nasal Care, accessed February 5,
2019, https://www.hydrasense.com/why/naturally-sourced-seawater/.
7
. Alli McKee, “[Your Company] in 100 Words,” Medium, November 1,
2017, https://medium.com/show-and-sell/your-company-in-100-words-
e7558b0b1077.
8
. Marketwired, “Tivo’s Top 10 Commercials From 50 Years of the Biggest
Game of the Year,” Yahoo! Finance, January 11, 2016,
https://finance.yahoo.com/news/tivos-top-10-commercials-50-
110000503.html.
9
. “Super Bowl 2014 Ads: Facts and Figures (Updated),” Marketing Charts,
February 6, 2014, http://www.marketingcharts.com/traditional/super-bowl-
2014-ads-facts-and-figures-39421/.
10
. Keith A. Quesenberry, “William Shakespeare Holds the Key to a Great
Super Bowl Ad,” 
Time
, February 1, 2016, http://time.com/4200086/best-
super-bowl-ads/.
11
. NPR, “Code Switch: An Advertising Revolution,” Stitcher, September 5,
2017, https://www.stitcher.com/podcast/national-public-radio/code-
switch/e/51357262?autoplay=true.

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Chapter 4: The Value Story
1
. Daniel Kahneman, 
Thinking, Fast and Slow
(New York: Farrar, Straus and
Giroux, 2011), 20.
2
. Kahneman, 20.
3
. Kahneman, 62.
4
. Amy Wolf, “For a Winning Ad at the Super Bowl: Less Shock and More
Sophisticated Storyline,” Vanderbilt News, January 30, 2012,
https://news.vanderbilt.edu/2012/01/30/winning-super-bowl-ads-needs-
sophistication/.
5
. Philip Elmer-Dewitt, “Why ‘Misunderstood’ Won an Emmy for Apple,”
Fortune
, August 18, 2014, http://fortune.com/2014/08/18/why-
misunderstood-won-an-emmy-for-apple/.
6
. Elmer-Dewitt, “Why ‘Misunderstood’ Won an Emmy for Apple.”

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Chapter 5: The Founder Story
1
. Biz Carson, “How 3 Guys Turned Renting an Air Mattress in Their
Apartment into a $25 Billion Company,” 
Business Insider
, February 23,
2016, https://www.businessinsider.com/how-airbnb-was-founded-a-visual-
history-2016-2.
2
. Michael Carney, “Brian Chesky: I Live on Cap’n McCain’s and Obama O’s
Got AirBnB Out of Debt,” Pando, January 10, 2013,
https://pando.com/2013/01/10/brian-chesky-i-lived-on-capn-mccains-and-
obama-os-got-airbnb-out-of-debt/.
3
. Carolyn Said, “Airbnb’s Swank Digs Reflect Growth, But Controversy
Grows,” 
SF Gate
, January 27, 2014,
https://www.sfgate.com/bayarea/article/Airbnb-s-swank-digs-reflect-
growth-but-5175734.php.
4
. Max Chafkin, “Can Airbnb Unite the World?” 
Fast Company
, January 12,
2016, https://www.fastcompany.com/3054873/can-airbnb-unite-the-world.
5
. Said, “Airbnb’s Swank Digs Reflect Growth.”
6
. Nat Levy, “Live Blog: Andreessen Horwitz Partner Jeff Jordan at the
GeekWire Summit 2016,” GeekWire, October 4, 2016,
http://www.geekwire.com/2016/live-blog-andreessen-horowitz-partner-jeff-
jordan-geekwire-summit-2016/.
7
. Avery Hartmans, “This Is the One Quality Every Startup Founder Needs,”
Business Insider
, September 25, 2016, http://www.businessinsider.com/jeff-
jordan-andreessen-horowitz-startup-founders-2016-9.
8
. Airbnb, “Funding Rounds,” Crunchbase,
https://www.crunchbase.com/organization/airbnb/funding_rounds/funding_rounds_list#section-
funding-rounds.
9
.
2017 Kaufman Index of Startup Activity
, Ewing Marion Kauffman
Foundation, May 2017, http://www.kauffman.org/kauffman-
index/reporting/~/media/c9831094536646528ab012dcbd1f83be.ashx.
10
. QuickBooks, “Did You Know? Most Small Businesses Start With $10,000
or Less,” Intuit QuickBooks, accessed March 18, 2019,
https://quickbooks.intuit.com/r/trends-stats/know-small-businesses-start-
10000-less/.
11
. Greg McKeown, “If I Read One More Platitude-Filled Mission Statement,
I’ll Scream,”