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Content Isn't King

Faith, Communication, Social Media, Strategy

There are times I've felt misunderstood. I've written great posts, but they just don't get much response. I've posted on Facebook and Instagram and not gotten the likes and shares I thought the posts deserved. I get frustrated when I get interrupted. I've made observations many times, and then someone else has this "brilliant idea" - which is exactly what I've been saying all along. There are reasons for all these, and I've figured out why and what I can do to change them.

Why do people go to movies? Why to they read books? Why do they spend hours on Facebook, Instagram, Snapchat and Pinterest?

We all know someone who can't tell a joke. And we all know people who need to have jokes explained to them. There are people who continuously repeat themselves, sometimes verbatim or ad nauseam. Others just have to be told things over and over again, because they just don't get it, or they don't listen. We are people connected by stories. We all relate things in stories, with our own stories to live and to share.

The story isn't the center of our worlds. It is the telling of the stories that matters. It's not the content, it's the delivery. Remember how stories came to life when read in character? And how a monotonous delivery killed other great stories? How do books differ from movies based on the books?

If content was king, none of this would be true. "The medium is the message", as Marshall McLuhan told us in his book published in 1964 (prior to the Internet and cell phones). Want proof? Write a note to your significant other, put it in a bouquet of flowers, place it on a candlelit table. Then, take the same note, wrap it around a rock and throw it at them from behind. Which delivery method best conveyed the message you wanted to deliver?

Donald Miller, author of Blue Like Jazz and A Million Miles in a Thousand Years, has spent years polishing his craft and learning about stories and story telling. Stories, by definition, need to be told. Good stories spread. Great stories live for generations - they continue to be shared and told. Stories begin to die when there's no one left to tell them.


The Greatest Story Ever Told still needs to be told, not because it relies on us, but because we don't always get it.

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