• by Jeff Freedman , June 9, 2014

Several years ago, I was sitting in one of those semi-awkward meetings where a prospective client invited a few competing agencies in to talk about a potential assignment. At the beginning of the meeting, we were each asked to give a quick introduction. When it was my turn to speak, I shared “[We are] often called an advertising agency, but we prefer to think of ourselves as storytellers.” At that moment, every other agency leader quickly chimed in to say that they’re storytellers, too.

Years later, it seems like everyone calls themselves storytellers. But not all stories are created equal. Through a series of personal and professional experiences, I’ve come to understand what makes a great story — and why they are so important. Today, I’d like to share that with you.

I apologize upfront for getting a bit emotional in this video, but even after years of talking about these events, I cannot prevent the tears from coming. I hope you enjoy the story and it helps you tell yours more effectively.