Storytelling is the #1 tool to build a powerful brand.

Used right, it makes your content go viral, blows up your sales, and turns strangers into fans.

Give me 3 minutes and I'll improve your storytelling skills by 88% (with examples): 🧵 Facts told as stories are 22x more memorable than raw data.

Storytelling boosts conversions by 30% and can increase product value by 2,706%.

But 90% of entrepreneurs are telling stories completely wrong.

You’re not in control of your decisions.

This Nobel Prize winner spent 44+ years proving.

He exposed a hidden pattern that governs human behavior called "game theory."

Once you see it, you can't unsee it.

And you'll question every decision you've ever made... (thread)🧵
Meet John Nash.

In 1950, at age 22, he wrote a 28-page PhD thesis that would change everything.

But there was a problem, Nash was developing schizophrenia and barely spoke to anyone.

Yet his mathematical discovery became the foundation for predicting human behavior...

In 2008, Jeff Bezos & Elon Musk took part in the same lecture.

They left with ONE concept that would change how they make decisions forever.

Once you see it, you can't unsee it.

Here's the concept: 🧵

(hint: we've been making decisions all wrong) Edge Foundation Master Class, Sonoma Valley. July 2008.

The room was packed with tech's biggest names - CEOs from Twitter, Microsoft, Facebook.

Then Richard Thaler walked on stage and presented a discovery that changed everything:

Your brain has been lying to you your entire life.

This Nobel Prize winner spent 58 years proving it.

He exposed a major psychological flaw in human decision-making.

Once you see it, you can’t unsee it.

And you'll question every decision you've ever made: 🧵
Meet Herbert Simon:

• Political science dropout turned Nobel Prize winner
• Father of artificial intelligence
• Revolutionized how we understand decision-making

After studying city managers for years, he discovered something shocking about human behavior...

In 1984, Dyson was rejected by every UK manufacturer.

So he fled to Japan for 18 months, broke and desperate...

Today, Dyson's $25B empire makes Apple, Samsung & LG scramble to copy his designs.

Here are the 3 philosophies he found in Japan (copy them): 🧵 Picture this: It's 1984.

Dyson had created a revolutionary bagless vacuum after 5,127 prototypes.

But every UK manufacturer rejected him, saying the same thing:

"It will destroy our lucrative replacement bag business."

Most saw rejection. Dyson saw opportunity.

In 2019, Disney was unstoppable.

$69B revenue. 4 of the top 5 highest-grossing films ever.

Then they made ONE branding move that wiped out $200B in market value.

Their films are flopping. Fans turned into haters.

Here's the dark story (& why they are perfectly happy with it): First, let's look at the numbers.

Disney lost nearly $900 million in 2024 alone. Their stock crashed from $200 to $86, a 60% decline.

The Marvels became their biggest box office bomb ever.

But here's what's truly shocking...

Wrigley's 5 Gum just became the ultimate case study in brand destruction.

In 2007, they created the most outrageous marketing campaign in snack food history.

By 2020, they were selling "gamer gum."

This is how a legendary brand completely annihilated their brand image: 🧵 In 2007, 5 Gum did something insane.

They took chewing gum—the most boring product on earth—and made it feel like a sci-fi movie.

Their commercials looked like dystopian experiments. People getting launched through pneumatic tubes at Mach speed.

It was absolutely wild. ↓

In 2015, Under Armour had everything.

Worth $19 Billion. Dethroned Adidas. Signed a deal with The Rock, Tom Brady, & Michael Phelps.

But then they made ONE fatal decision that turned into a $17 BILLION loss.

Here's the full story (& how to avoid making the same mistake): 🧵
Under Armour was unstoppable.

For 26 consecutive quarters, they posted 20%+ growth. Revenue exploded from $2.33 billion in 2013 to $4.83 billion by 2016.

Wall Street called them the "Nike killer." Their stock hit $53.78 per share.
But here's where it gets interesting...

In 2023, Disney tried to CRUSH X.

• Pulled all their advertising campaigns
• Cost Elon $75M in lost revenue
• Triggered a massive advertiser exodus

But Elon's response was genius.

Here's the insane story of how one mistake cost Disney $200B: 🧵 November 15, 2023. Six words changed everything.

"You have said the actual truth."

Elon replied to an antisemitic post. The corporate world reacted predictably.

What happened next redefined power dynamics in tech.

In 2014, GoPro had it all.

Worth $10B. Crushed every competitor. $2B in sales.

Today? They lost $9.8B. Stock fell 99%. Analysts predict bankruptcy in just months.

All because of ONE fatal decision.

Here's the story of GoPro's biggest business mistake (& how to avoid it): 🧵 Picture this:

2014. GoPro stock hits $93.85 per share.

Just 4 months after their $24 IPO, they were worth $11 billion.

Revenue was exploding. They owned 67% of the action camera market.

But that same day, CEO Nick Woodman made a decision that would destroy it all...

In 1982, Atari was America's fastest growing company.

But in 1984, they buried $21 MILLION worth of games in a desert and ran into $500M of debt.

Not because of competition or technology...

So...What happened? It's not what you think.

Here's the disturbing story of Atari: 🧵
It all started with a simple game called Pong.

When Atari first tested it in a Sunnyvale bar in 1972, the machine broke within days.

The problem? It was overflowing with quarters.

But this early success planted the seeds of their destruction...

In 2014, GoPro had it all.

Worth $10B. Crushed every competitor. $2B in sales.

Today? They lost $9.8B. Stock fell 99%. Analysts predict bankruptcy in just months.

All because of ONE fatal decision.

Here's the story of GoPro's biggest business mistake (& how to avoid it): 🧵 Picture this:

2014. GoPro stock hits $93.85 per share.

Just 4 months after their $24 IPO, they were worth $11 billion.

Revenue was exploding. They owned 67% of the action camera market.

But that same day, CEO Nick Woodman made a decision that would destroy it all...

In 2018, Crocs were the internet's biggest meme.

Mocked relentlessly. $200M in debt. Closing their last stores.

Then CEO Andrew Rees made ONE last desperate move no one had ever tried before.

Today, they're worth $10B+

Here's how the world's ugliest shoe conquered everyone:🧵 Back in 2018, Crocs was bleeding cash.

Stock price: $6. Closing 160 stores. $200M in debt.

Wall Street had written them off as a dead fad.

But here's where it gets interesting...

This man made $2.5 Billion from one tweet.

Meet Markus Persson.

• Built Minecraft in 2009
• Posted an unexpected tweet in 2014 out of frustration
• Microsoft replied and bought Minecraft for $2.5B

Here's the insane story behind the tweet that broke the internet: 🧵 It started in a cramped Swedish apartment.

2009. A lone programmer creates a blocky game with no backing, no team, no marketing.

Just raw code and imagination.

Nobody saw what was coming.

This is Ralph Lauren.

He didn't build a clothing brand, he built a fantasy and the world bought it.

Before anyone knew his designs, he sold an invented heritage with one audacious brand decision.

Here's how he tricked the world into believing he was American aristocracy: 🧵
It started in the Bronx, 1939.

Ralph Lifshitz was born to Jewish immigrants.

His father was a house painter. The family shared a cramped apartment.

Nothing suggested he'd become fashion royalty.

How did he transform into an icon of American elite?

REALITY DISTORTION FIELD is the most powerful yet ignored persuasion technique in history.

From Steve Jobs & Feynman to Bill Clinton, it was used to inspire nations, forge empires, and accomplish the impossible.

Here's what it is, how it works, and how to master it:🧵

(thread)
They called it "dangerous psychological warfare."

When Steve Jobs walked into a room, engineers who moments before said "impossible" suddenly believed they could defy physics.

This mysterious force created a trillion-dollar company.

But how does it really work?

Elon Musk runs SpaceX, Tesla, X, Neuralink, xAI, and The Boring Company—all at the same time.

For years, nobody knew how he did it.

But now Walter Isaacson, who shadowed Elon for a year, revealed Musk’s brutal, no-BS strategy...

Be prepared to have your mind blown... THREAD 🧵
Everyone assumes Elon Musk is a master multitasker.

He's not.

According to Isaacson, Musk is actually a "serial tasker" — the exact opposite of multitasking.

But what does this actually look like in practice?

This is André Michelin.

He didn't build a tire company, he built an illusion and the world bought it.

Before anyone knew his tires, he made himself a household name with one genius stunt.

Here's how he tricked the world into buying more tires by pretending to care about food:
France, 1900. Only 3,000 cars in the entire country.

The Michelin brothers had invented replaceable air-filled tires, but faced a critical problem:

Not enough drivers to buy their product.

What they did next would change the culinary world forever.

George Clooney famously rejected EVERY endorsement deal that came his way.

But in 2006, an unknown Swiss coffee company somehow got him to be the face of the brand for FREE.

No connections. No payments. No fame.

How did they pull it off? The story will blow your mind...🧵 Most celebrities jump at lucrative endorsement deals.

Not George Clooney.

For years, he maintained a strict "no commercial endorsements" policy, turning down millions from luxury brands that would've killed for his face on their campaigns.

But then something bizarre happened:

Warren Buffett rejects 99% of investment opportunities.

But this small furniture store owner from Nebraska convinced him to invest $60 MILLION in her business.

No connections. No ads. Not even able to read or write.

How did she do it? The story will blow your mind...

THREAD🧵
The world's greatest investor broke his own sacred rules.

No due diligence. No financial audit. Not even a property inspection.

Just a handshake with a woman who couldn't read or write.

But why would Warren Buffett throw his rulebook out the window?

OODA LOOP is the most powerful yet ignored decision-making framework in history.

Navy SEALs, pro athletes & presidents use it to make the most crucial decisions, win wars & bend reality.

Once you see it, you can't unsee it.

Here’s what it is, how it works & how to master it:🧵 In 1986, John Boyd changed warfare forever with ONE realization:

If you can make more effective decisions than the enemy, you'll win.

Because when you think about it, warfare is just made of individual choices made by individual people.

But this goes way beyond just warfare...