Everything is a story. Absolutely everything.

And the most compelling stories are the ones that convince, motivate, capture, enthrall, entertain…and in some cases, win.

Don’t believe it?

In the next US presidential election, the American people will choose the best story. The Obama story or the McCain story. They will assess everything they have heard and seen and go with the story that feels right in their gut.

And though the American Press doesn’t get it, it won’t be about policy issues.

It will be about the most compelling, convincing and security-inducing story that is told.

At the job interview, the candidate with the best story wins.

At the nightclub, your story matters.

In marketing, from signage to broadcast messages to search engine optimization, the best story is what counts.

Is this all obvious? Perhaps. Perhaps not. Whatever the case, I am dedicating this blog to that simple, though perhaps obvious, axiom.

It’s the story, stupid.

That’s it. That’s the plan. That’s what’s happening at ‘the pad.’

And you are welcome to drop in at jeffspad anytime.