Understanding and leveraging archetypal meaning in the stories you tell yourself and others, once an interesting ‘bonus’ is now a prerequisite in your life and business. Why?

The creation and management of meaningful, authentic stories about you and your business has become more and more important to have your story come across to your audience.

Ironically though, as critical as meaningful, authentic stories have become, few systems have been developed for understanding or managing stories – be they for people, companies, products, services or causes. Private or public. Why not?  Partly because the need to manage stories was a relatively new phenomenon.  In the age of self management and authenticity it has become the most precious and irreplaceable asset. What your story means to yourself and your audience will be as important as its function – if not more so – because it is meaning that tells us ‘this one feels right’ or ‘this one’s for me’.  Meaningful stories speak to the feeling or intuitive side of people; it creates an emotional affinity, allowing the more rational arguments to be heard.

Telling, sharing, convincing with stories without a system for managing the meaning of stories is analogous to ancient navigators trying to find port in treacherous seas on a starless night. What they need is an enduring and reliable compass – a fixed place that illuminates both where they are and where they must go.  For creative heroes and heroines the theory of archetypes can act as this compass.

I have written ‘The Power of your Story’ to communicate a great system – for the management of the stories you tell yourself – and then others.  And like many sound ideas, it borrows from very ancient and eternal ones.

Imprints, hardwired into our psyches, influence the characters we love in the movies, in art, in literature, in the lives of people. Plato called these imprints ‘elemental forms’ and saw them as the idea structures that formed a template for material reality. Psychiatrist C.G. Jung called them ‘archetypes’.

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