Stories and Being More Human than Human

If you’re still trying to win the "Strategy War," I have some news that’s going to go down like a cheap buffet in a desert heatwave: Information is officially dead.

Think about it. In 1995, if you knew how to build a sales funnel, you were a wizard. People would pay you thousands just to see the curtain.

Today? My dog, Aalya, could probably prompt an AI to write a 12-step marketing plan while waiting for a treat.

The "Strategist" from the start of my coaching days, is the person who sells the "how-to" information is being commoditized into extinction. Every time you post a "3 Steps to X" tutorial, you’re competing with a trillion data points that are faster and cheaper than you.

Sad to me, because when I first heard Dan Kennedy, my mentor, mention the information marketing world, my brain went on a frenzied dopamine ride for years.

The Eye-Opener: People don’t pay for information anymore; they pay for transformation.

Dang, I hate writing that overused line from the coaching world, but it gets the point across!

Anyway, Information is "Here is how a wrench works."

Transformation is "Here is why I dropped the wrench on my foot, cried for twenty minutes, and then realized the entire plumbing system was actually upside down."

One is a manual. How a Wrench Works.

The other is a Story.

In a world of robots and AI, the person who tells the most human story wins.

Strategy tells them what to do.

Stories tell them why you’re the only one they should do it with.

I'm very focused on telling stories, but the how-to information marketing guy sneaks into my brain all too often.

*** Share, if you dare, a story about how you help people/your audience without it being a description of the "How-To" portion and more of the human-side of things.***

2026 is the year when real and fake goes to a new level. Being You and not hiding behind AI will be more attractive each month that passes.

18 comments