“No, no! The adventures first, explanations take such a dreadful time.” – Lewis Carroll, Alice’s Adventures In Wonderland.

I first met John Moore in Nashville at a GMA event. He was a guest speaker, and wanted to meet my friend Jon Spoelstra. The next day I saw him speak about Starbucks, and how they managed the brand through their marketing.

It was only after he’d spoken that he mentioned about his stutter. Yes, someone who makes a good portion of his income speaking in front of large groups had a stutter.

But the real point of this story is the story. In a recent post John talked about his situation, but it’s not only the story, but how he told it. We can learn a lot about how John told the story. When we see on-air people trying to communicate a story, it’s a great example of mixing facts with emotion to create a reality you can feel.

Telling a great story can take longer than 60 seconds, but if it’s done well enough, it’s worth it What do you hear on your station, facts or the emotion of a story like John’s.

P.S. If you want to have a highly successful station, you need to read “The Passion Conversation,” which was co-authored by John.