We create entire worlds through the stories we tell.

You could say humanity’s success is based on spinning useful fictions – telling stories about things that aren’t really there.

In his hit book, Sapiens: A Brief History of Humankind, author Yuval Noah Harari shows that the success of human societies and other organizations is based on things we made up out of thin air: gods, laws, money, nation-states…

We make up stories to explain the intangibles and bring meaning to our world. These stories give us purpose and unite us as a community.

In Harari’s simple observation, you can see the roots of one of the great investment lessons of all time: Consumers don’t buy the products; they buy the stories those products tell and the feelings they elicit.”

Dan Ferris