Tim Sanders shares his thoughts at motivational speaker Kevin Kelly’s Sell your Story conference.

In today’s competitive business environment, storytelling plays an important role, especially when your business is not the first in the market. When you find yourself in the second position, it becomes crucial to persuade clients to make a change, and the key lies in convincing them that your solution is perfect for their problems. Interestingly, this persuasion cannot be achieved merely with facts and figures. From my experience, I’ve realized that people often resist facts and figures. Instead, what truly captures their attention and wins their trust is a well-crafted story. We call those archetypal stories.