Did you know that 95% of our purchase decision making takes place in the subconscious mind? Why? Because the brain is wired to respond to stories that help us make sense of the world. This is one of many key insights I pulled from Story or Die: How to Use Brain Science to Engage, Persuade, and Change Minds in Business and in Life by Lisa Cron.
I listened to this book on Spotify during my commutes—picture me on the San Diego Trolley, furiously tapping notes into my phone while trying to keep my AirPods from falling into the public transportation abyss, palm trees streaming by out the window. So cool, right?
I found this book so insightful that I even reworked one of Growth Story’s brand attributes—from ‘storytelling is everything’ to ‘story or die.’ Because, as you may already know, we’re not messing around when it comes to messaging.
✍️ Margin note: Brand attributes are the guiding principles that shape how a brand operates, makes decisions, and delivers its work.
So, why does Story or Die hit so close to home for me? Because understanding how stories influence decision-making is essential for building a brand that resonates and drives action.
Why this book matters
Story or Die doesn’t just coach readers on how to tell a better story, but helps us understand their true power…and how our brains are wired to respond to them. Whether you’re launching a new product or rebranding to realign with your values, the right narrative can create emotional buy-in and turn your audience into loyal advocates.
Here’s something I will say again and again about “emotional storytelling”—when used effectively, it does not mean emotional manipulation. Authentic storytelling isn’t about pulling heartstrings for the sake of conversion. It’s about reflecting your audience’s real experiences, values, and aspirations in a way that builds trust. Genuine connection over dodgy coercion, people.
I’ve said it once, I’ll say it again: use your marketing powers for good, not evil.
3 key takeaways from Story or Die by Lisa Cron
Story or Die is packed with insights that can transform how brands connect with their audience. Here are three key takeaways that stood out to me and how they apply to building an authentic, impactful brand.
1. Emotion drives every decision.
Our brains are wired to prioritize survival, which is why emotion plays a critical role in decision-making. Story or Die highlights that stories help us instantly assess what is safe, what matters, and what feels aligned. In branding, tapping into authentic emotions creates a deeper connection with your audience and drives action.
2. Vulnerability creates connection.
People root for brands that own their mistakes and show growth. Vulnerability builds trust because it reflects real human experiences. This is especially relevant for brands going through a rebrand—acknowledging past missteps and aligning with new values invites the audience to be part of the journey.
Lisa Cron aptly quotes America’s sweetheart, Mr. Rogers (he hasn’t been cancelled yet has he?):
There isn’t anyone you couldn’t learn to love once you’ve heard their story.
Mr. Rogers
3. Your audience is NOT you.
One of the biggest branding mistakes is creating a story that resonates with the founder but misses the audience. Story or Die reminds us that your brand’s story needs to reflect your audience’s journey, not yours. It should speak to where they have been, where they are now, and where they want to go.
A quick way to apply these insights to your brand today
Here’s how to put these insights to work:
Start by reflecting on your brand’s story. Ask yourself:
- Does it reflect your audience’s journey?
- Do you know your audience’s journey?
- In what ways does vulnerability or authenticity come up in your messaging?
- In what ways could it be added to your messaging strategy?
It’s 2025. Operation Don’t Sound Like a Robot (And Also Be Kind) is in full swing. Be authentically real to your audience if you want your brand to click.
What should we read next?
Got a favorite business or branding book? I’m always looking for great reads, especially by women authors.
Send your recommendations to hello@growthstorybrands.com and help us grow our Bookmark This! reading list!
You can also add me, the Growth Story founder, Allie, as a friend on Goodreads.