The future belongs to those who tell (good) stories

If, like most CEO’s who exhort their troops to “maximize value for the shareholder”, John F. Kennedy had proposed to his fellow citizens to “become the International leader in the aerospace industry thanks to a policy of innovation based on team spirit and teamwork and on strong, targeted strategic initiatives”, would the US have taken Neil Armstrong – and a whole country along with him – to the moon less than ten years later? Probably not. But Kennedy knew that cold, abstract, opaque messages don’t captivate, inspire, or motivate.

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