• David de Souza

Story 10x: Turn the Impossible Into the Inevitable

Updated: Jul 30



This book has a couple of good frameworks. My favorite is the idea of telling one person's story, maybe an orphan in Africa, and then multiplying that story by the number of people (or customers) you serve to highlight the impact you have. Want to dig deeper than the core principles? Check out:



Core Principles:


I have summarised 'Story 10X', distilling the book into 8 core principles:

  1. If you can't get the attention or imagination of your audience in the few minutes you'll lose them for your entire presentation.


  1. There are two ways to start a story: The Sledgehammer: • Smash the audience's assumptions and shift their paradigm. Ice Cream Cone: • Make the audience feel good and create a stream of "Yes's" • Capture their imagination. • Get them excited and intrigued.


  1. When you begin a story with data you signal that the story is finished before it has even begun. Instead: • Start your story with a timeless truth. • Ask questions that are related to the timeless truth within a changing world and a changing context.

  2. When a person listens to your story they will instantly decide if you and your idea is part of their tribe. If they do not connect emotionally with your story, they will discount your data.

  3. People pay attention when a story has parallels to themselves.

  4. Tell a story that shows the future they want and identify with. "The best kind of 'New Stories' don't reject the 'Old Stories' but rather demonstrate a natural evolution."

  5. Tell your audience about one person's life and then multiply by the number of people you serve. For example: "This is the story of Liz and she is just one of 3,000 lives that we saved".

  6. Our brains need context to put something into perspective.


Let me know how these summaries can be improved? Contact me via Email (david@thisdomain.co) or on Twitter.



The 80/20 of Worldly Wisdom: