The first tells the boss who makes match boxes, he can cut costs in a single strike. How? By putting the strike strip on just one side of the box, not two. The second of our heroes tells the shampoo maker he can double profits in a week. How? By adding a simple sentence to the label. “Rinse and Repeat”.


Whether these events really happened is irrelevant. The lesson is in a clever idea, simply expressed. That is the core of great storytelling.


Download the full report? Let’s keep it simple!