"I'm giving a talk," I explained to the small male child. The small male child said, "Who are you talking to?" "An audience," I said. "A large group of people." "Are they friends of yours?" "Some of them are friends. Most of them are strangers." He looked dubious. "Why are you talking to strangers?"
"What is voice? For the last two years, everyone in business is talking about story. You’ve got to tell story to attract customers. You can’t have a brand without story. You are your story. Blah-dee-blah. I’m here to tell you story alone — is not enough. You can tell a story and it can fall flat. What makes story come to life is voice. Voice is vertical. Voice requires digging deep. Voice is distinctly yours and yours alone. Here’s what voice isn’t. It isn’t cliche. It isn’t copying other people’s tried-and-true sales language (and boring us all into a mind-numbing stupor thank you very much.) It isn’t tossed-off, dry facts that dessicate the brain."