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rebels seem to resist conformity to anything—except perhaps the Apple brand.

By Jonah Sachs
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Using Maslow’s insights, you can define higher-level values appropriate to your message, brand, and audience. Then, using what we learn from Joseph Campbell, you can turn those values into a resonant moral of the story and create a story structure that will appeal to the heroic potential in your audiences. These models show us a clear alternative to the dark, limited view of human nature inspired by Freud and brought to the marketplace by men like Edward Bernays.

By Jonah Sachs
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Be interesting. Tell the truth. And if you can’t tell the truth, change what you’re doing so you can. In other words, live the truth.

By Jonah Sachs
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vanity sets in when you love what you’re selling so much that you assume everyone else will too. You start to believe your idea will sell itself if you can just reach out and tell people about it. You’re wrong.

By Jonah Sachs
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empowerment marketing—stories told to help encourage audiences on their path to maturation and citizenship. The practice of empowerment marketing is based on two of the most influential theories in the field of human growth and maturation—Abraham Maslow’s hierarchy of needs and Joseph Campbell’s hero’s journey.

By Jonah Sachs
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