Public Relations & Social Marketing Insight

In this excerpt from Out of the Wreckage, George Monbiot talks about the power of stories. Stories are the tool we use to make sense of the world: We will only be able to supplant the story of neoliberalism, which has shaped the outlook of so many minds, with a compelling new story. 

 

You cannot take away someone's story without giving them a new one. It is not enough to challenge an old narrative, however outdated and discredited it may be. Change happens only when you replace it with another. When we develop the right story, and learn how to tell it, it will infect the minds of people across the political spectrum. Those who tell the stories run the world.

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