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have significant side effects and consumers pay the price. Truly great stories succeed because they are able to capture the imagination of large and important audiences. A great story is true. Not true because it´s factual, but true because it´s consistent and authentic. Great stories make a promise. They promise fun or money, safety or a shortcut. The promise is bold and audacious and not very good. Great stories are trusted. Trust is the scarcest resource we´ve got left. Consumers don ´t trust the spokespeople on commercials and companies that make pharmaceuticals. Great stories are subtle. Surprisingly, the less a marketer spells out, the more powerful the story becomes. Great stories happen fast. First impressions are far more powerful than we give them credit for. Great stories don´t always need eight- pages colour brochures or a face- to- face meeting. Great stories are rarely aimed to everyone
ging you down, causing you tension or stress, that you wouldn’t get into again today if you were starting over? Sometimes, the fastest way to change your thinking and your life is simply to question everything you are doing today that is making you unhappy. If it is not working, abandon it and do something else. ■ YOUR MOST VALUABLE ASSET Your most valuable asset is your time. It is also your scarcest re- source.You have a limited amount of time, and once it is gone, it is gone forever. Time is essential to accomplishment. Time is perish- able. You cannot get more of it, no matter what you do. It can be said that the quality of your life is determined by the way you spend this precious resource. Results and rewards, however you define them for yourself, are everything. Your ability to achieve the health, happiness, and pros-
false. In each instance, however, the intent was to convince customers of an item's scarcity and thereby increase its immediate value in their eyes. I admit to developing a grudging admiration for the practitioners who made this simple device work in a multitude of ways and styles. I was most impressed, however, with a particular ver- sion that extended the basic approach to its logical extreme by selling a piece of mer- chandise at its scarcest point-when it seemingly could no longer be had. The tactic was played to perfection in one appliance store I investigated where 30 to 50 percent of the stock was regularly listed on sale. Suppose a couple in the store seemed, from a distance, to be moderately interested in a certain sale item. There are all sorts of cues that tip off such interest-closer-than-normal examination of the appliance, a casual look at any instruction booklets associated with the appliance, discussions held
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