Oscar Moreno

Previously, we told you about the entire journey that must be made to structure a good story. However, it is much easier to understand each of these stages if we observe clear examples.

We talked that the most important thing when telling a captivating story is knowing how to attack the right emotions. Emotions are linked to hormones and these are activated through different stimuli. The chemical processes that occur in our brains when we hear a moving story is what makes us create a bond, a connection with the story.

Storytelling is one of the most important communication tools in the world, because it allows us to connect, and even persuade with the message we have, it also gives us the opportunity to build trust and loyalty. Do you want to learn how to do it?

Next we will show a series of examples where each of the elements expressed in the previous post are presented in a clear way. The best way to learn how to develop the storytelling technique is by observing the best:

We’ll start with a touching case:

“It all started with an email.”

I’m going to tell you the story of when I was almost kidnapped in the trunk of a red Mazda Miata, just the day after my graduation from design school, while I was at a garage sale. The guy stopped in his car and started looking at my stuff, until he decided to buy a piece of art I made. By talking a little with him I discovered I was alone, so I invited him for a beer and he told me all about his passion for making a difference in the world.

We talked all night until it suddenly started to get very late and I realized I was very tired. At that moment I made the mistake of asking him, “Where are you staying tonight?” and he says, “I don’t really have a place”.

I thought to myself, “Oh, man!” What are you doing? We’ve all been like this, haven’t we? Do I offer to accommodate this boy? But… I just met him, what if he’s not who he really says? I don’t want to end up kidnapped in the trunk of a Miata. That’s a small trunk.

Then, without thinking much, I say, “Hey, I have an air bed where you can stay in my living room.” And a voice in my head says, “Wait, what?”

That night, I was lying on the bed, looking at the ceiling and thinking, “My God, what have I done? There’s a complete stranger sleeping in my living room. What if he’s psychotic? ”. My anxiety grew so much that I jumped out of bed, tiptoed towards the door and locked it. It turns out I wasn’t psychotic. We’ve been in touch ever since. And the artwork he bought at the garage sale is hanging in his classroom; he’s a teacher now.

This was my first accommodation experience, and it completely changed my perspective. Maybe the people my childhood taught me to label as strangers were actually friends waiting to be discovered. The idea of accommodating people in air beds gradually became natural to me and when I moved to San Francisco, I brought the air bed with me.

Two years after this I found myself unemployed, almost bankrupt, my roommate moved out and the rent went up. Then I find out that there is a design conference coming to town, and all the hotels are sold out. And I’ve always believed that turning fear into fun is the gift of creativity.

So here’s what I present to my best friend and my new roommate, Brian Chesky: “Brian, I came up with a way to make a few dollars, turning our place into ‘Designers bed and breakfast’, offering young designers who come to town a place to go, where they’ll have wireless internet, a small space on the desk, mattress and breakfast every morning.”

We created a basic website and AirBed and Breakfast was born. Three lucky guests stayed on a $20 air bed on the wood floor. But they loved it, and so did we.

The wheels started spinning. My former roommate, Nate Blecharczyk, joined as an engineering co-founder. And we fastened our belts to see if we could turn this into a business.

Here’s what we proposed to investors: “We want to build a website where people publicly post photos of their most intimate spaces, their bedrooms, bathrooms, the kind of rooms that are usually kept closed when people come. And then, through the Internet, they’re going to invite complete strangers to sleep in their homes. It’s going to be huge! “

We sat down and waited for the rocket to take off. It didn’t. No one in their right mind would invest in a service that would allow strangers to sleep in people’s homes. Why? Because we have all been taught as children, strangers have the same danger.

That’s when we realized we had to start building trust. I want to give you an idea of the trust we were trying to achieve with this 30-second experiment: I need you to pick up your phone and unlock it, now give your unlocked phone to the person on your left. That little panic you feel now is exactly how the hosts feel the first time they open their house. Because the only thing more personal than your phone is your home. People don’t just see your messages, they see your room, your kitchen, your bathroom.

However, if you’d had 150 reviews of these people saying, “They’re great for holding unlocked phones!” you’d probably have felt calmer handing over your phone.

It turns out that a well-designed reputation system is key to building trust. Finally, we learned to wait until the guests and hosts left the review before leaving.

Not everything went well, the guests came to destroy houses, and the hosts left the guests in the rain, in the first days I was customer service, and those calls came directly to my cell phone. I was in the first line of breach of trust. And there’s nothing worse than those calls.

However, we had a special stay that changed the course of history: an Argentine writer staying in Uruguay suffered a heart attack and the hosts took him to the hospital. They donated their own blood for his operation. After the operation, the writer received an email to give his review of the hosts, this was his review:

“Excellent home for sedentary travelers prone to myocardial heart attacks. The area is beautiful and has direct access to the best hospitals. Javier and Alejandra instantly become guardian angels who will save your life without even knowing you. They will take you to the hospital in their own car while you die and stay in the waiting room while the doctors give you a bypass. They don’t want you to feel alone, they bring you books to read. And they let you stay at their house for extra nights without charging you. Very recommendable!”

From this moment Joe Beggia’s life changed completely when the review grew in popularity. He is now one of the world’s youngest millionaires and his hosting system is known throughout the world as Airbnb.

Analysis:

Joe’s story is a powerful example of brand storytelling, probably those who know the Airbnb service have no idea how it was conceived, but when they hear the story there is no doubt that they will remember fondly that moment when the service gave them great help. Airbnb uses this story to sell its service.

In the history we can observe the character of the hero, that sometimes is represented by Joe and in other occasions by the service in itself. The context of the story also allows us to get closer to Joe, when he talks about the terrible economic situation he was going through and how he urgently needed a great idea. All the context data from the beginning to the end makes it possible for us to make a visual image of everything that happens; unconsciously this has a great emotional impact.

Joe was bankrupt in San Francisco, but a couple of years ago what he lived through by giving a place to stay to a total stranger somehow opened his eyes. It is at this point in history where his challenge is presented and along with it, his opportunity to emerge with a new idea.

After presenting the challenge we have an example of conflict, that in the story is observed when Joe carries out the project and begins to present errors in the system as well as many complaints. It shows a protagonist scared but confident of himself and his plans, trying to act analytically to solve the problem.

The resolution shows an unexpected sequence of events triggered by the tenant’s heart attack. At this point in history it shows how positive events close history and make airbnb one of the most important lodging services in the world.

In addition to this, human situations are narrated with which we identify ourselves as persons, and which are directed at the oxytocin hormone. Likewise, at the beginning of the story a question is used that triggers a dopamine bomb in the listeners.

It’s also important that there are other elements that complete the story like the “Show me” at the beginning of the story when Joe is scared, or “Make me feel” that creates a lot of anticipation but without being predictable. It didn’t occur to anyone that a comment from a client was going to mean salvation for the project.

Johnnie Walker

The popular whiskey brand also has a very important place in the world of storytelling. One of the most outstanding cases are the commercials interpreted by the actor, where the man is shown walking along a long path, while telling the story behind the brand. The image is a metaphor for Johnnie Walker’s emblem and slogan: “keep walking”.

Here is another example of storytelling

In 1819 in Scotland, John Walker’s father had just died. So the beginning of his adolescence, when he was just 14 years old, does not sound at all simple. He was a very young boy who worked in the fields, and most would have thought he didn’t have much to offer. However, this man had a certain sparkle in his eyes that is very difficult to find.

Although the world in those days wasn’t the friendliest place and John knew it. There was no time to lament. There was a life to build. That same year, the family farm had been sold and the money used to set up his own grocery store in the town of Kilmarnock. It was a smart move. John had a natural gift for business.

Besides, he had a talent for whiskey. During those past days, most shops and grocery stores offered a line of single malts, but these whiskies were not very consistent. This was not good enough for John, who started mixing them so that his whisky would have a unique and lasting taste. His powerful combination became a popular addition to the inventory.

John continued to work all his life to offer the best whiskey, but in 1857 the long path he walked came to an end, what would happen to the brand? It is at this point that the story becomes one of the largest family businesses in the world; his son, Alexander, made the decision to continue a thriving business.

Life was too fast back then. Britain was the heart of the Industrial Revolution that was destined to change absolutely everything. In Kilmarnock, the railroad had arrived, carrying goods to the great ships that regularly sailed to the four corners of the world.

Alexander knew how to recognize an unrepeatable opportunity when he saw it

In 1867, the first Johnnie Walker mix was released to the public and he called it ‘Old Highland Whisky’. He then made a clever move by turning captains into his agents to take his whisky anywhere the ships could sail. Within a short time, his unique blend was available around the world.

The family’s whiskey was incredible, however, many of the bottles failed to reach their destination, breaking in the middle of the long journey. After many tests the team found a way to do it, they designed square bottles that not only gave more protection to the product but also made it different. The distinctive label, inclined at exactly 20 degrees, was also added to make it stand out even more from the crowd.

In 1889, it was Alexander’s turn to inherit the surname Walker, leaving the company to his sons Alexander II and George; the first a master mixer and the second a master in business.

It was during this time that the most recognized illustrator of the moment, Tom Browne, outlined an idea for a logo on the back of a menu during lunch. Alexander and George adopted the “Walker” immediately.

In 1920, Johnnie Walker whiskey was in 120 countries. As the century progressed, it became part of global culture: immortalized by singers and filmmakers, idolized by socialites and movie stars, enjoyed by politicians, and walking shoulder to shoulder with the great sportsmen and women of the time.

By the end of the 20th century, the pioneering blend of Johnnie Walker Red Label and the iconic Johnnie Walker Black Label had been joined by the pinnacle of blending art: Johnnie Walker Blue Label, so the variety continued to grow.

Today, Johnnie Walker is the world’s largest whisky brand and its slogan has been adopted and coined everywhere as a battle cry to inspire progress, as courage in adversity, as an expression of joy and optimism and as the best advice anyone is ever willing to receive.

Analysis:

In this example, the same order of the story is not maintained, but without a doubt it is necessary to present all or almost all the elements. So it is a case that allows us to notice how each story can be completely unique and still generate an impact.

In this case, the heroes are the family members who generation after generation turned the brand into what it is today. The main purpose of the story is to tell the story of perseverance behind the Johnnie Walker brand. The context of the story is developed in Scotland with a 14 year old John, this information allows us to visualize a little more the scene of a young entrepreneurial child.

The challenge of the story starts from John’s main idea of creating a new whiskey that would satisfy his ideals. Then, we briefly talk about the rise of the industrial revolution, which allows us to place the story in a social context, while showing at the same time the conflict that, although very tenuous, is a manifestation of strength in the face of adversity, generation after generation. It also shows a mini conflict in relation to the bottles that were lost in the very long trips, the problem was solved with the design of the characteristic squared bottles of the brand.

The resolution is given with the success of Johnnie Walker and its transcendence with the passing of the years, as well as the words of encouragement that unexpectedly bring us closer sentimentally to the brand. This is how the magic of storytelling works.

Originally Post  “Storytelling ejemplos: la magia de una historia“

Translated by Oscar Moreno.

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Muzo Emeralds

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In Colombia, the Muíscas were the pre-Hispanic society that had more contact with emeralds. They thought, as did different natives from all over the continent, that the world was divided into three: upperworld, underworld, and the middle world, where humans are.

The Legend of Fura and Tena

Next, I will describe a legend that has some real basis, such as the existence of emeralds. A somewhat fantastic story about the origins of humanity was established around these emeralds. Alluding to the creation and existence of Adam and Eve but with an indigenous version.

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Very lonely lived an indigenous God whose name was Are, he felt dejected and one day decided to create those who would be his children, because he could not bear the idea of eternal solitude in a dream paradise.

Observing some neglected reeds he took one of these and created a very beautiful figure that he called Fura (woman) and with another bigger reed he created Tena (man).

After their birth, the great God Are threw Fura and Tena into a river for purification and it was there that they came to life. Fura and Tena met from the first moment they were created and they observed each other. And the God Are, upon seeing their masterpiece, felt satisfied and smiled as those characters held hands for the first time.

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After this he gave birth to the sun, the moon and the stars with the idea that they would forever enjoy a magnificent place to live. Fura and Tena lived happily for centuries. They dedicated themselves to preparing the world of the Muzos.

Fura was a woman with long jet-colored hair, with small waves covering her breasts. Her large eyes reflected the innocence of her soul. Her body was thin and slightly yellow.

Tena, on the other hand, had a wide back and large shoulders. His long hair was like a braid. And he always held a spear with which he felt protected.

Are gave these characters the virtue of living in eternal youth, with the only condition of always respecting the principle of fidelity, which was very important for its creator. A pact that for no reason should be broken because otherwise it would bring old age, ugliness and unhappiness.

For a long time Fura and Tena lived in a tropical paradise located in the Muzo Mountains region of Colombia.

To tell the truth, their lives were monotonous but their functions were well defined. Fura weaved beautiful blankets that she used as clothes, brushed her long hair almost daily and dedicated herself to the home.

Tena enjoyed hunting animals and cultivating the land to take what was produced and share it with Fura. They both thought that good coexistence was important. They understood and tolerated each other. They came to procreate a son whom they called Itoco.

One day a strident noise awoke Fura who dressed in one of her beautiful clothes and went out to explore. Behind some bushes and near a river another human being kept water in a canteen while he carefully washed his face. It was the first time that the beautiful Fura saw another person and this made her feel excited and curious.

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The stranger was much taller than her husband. He wore a different attire, blond beard and short hair.

Zarbi was somewhat surprised when he saw Fura, because for him it was something strange that within this new world he should find someone so particular and above all with charming features. It only took a second for him to engrave the wild beauty of that young woman with long black hair.

Fura, who had the ability to speak any language, began to ask the stranger why he was visiting. He told him his name was Zarbi and he had the mission of finding a magic flower and knowing its healing properties. With a smile he expressed that in a dream he had been destined to find the flower.

He told Fura that it was a flower with quite particular colors and showed him a sketch of this flower.

Meanwhile Tena was shouting Fura’s name because he couldn’t see her anywhere. So she told Zarbi to meet the next day at the same place at sunset. I will help you find that flower, Fura said sweetly.

Fura started running to meet Tena and noticed something she had never felt before and it was an enormous curiosity for this new being.

The next day Fura went to the nearest river and submerged for a long time while a strange sensation invaded her. On the one hand she felt a strong empathy towards this stranger, but at the same time she experienced a feeling of guilt.

Throughout the day Fura looked at the sun and did not stop thinking about that character with a blonde beard and different clothes.

When Fura met her husband she was very upset that Tena was staring at her, and for some strange reason the beautiful young woman did not want her husband’s company.

• You look so beautiful, my dear wife.
• Thank you husband, but I would appreciate it if you would leave me alone.  

Tena scratched his head thinking of those words and actually felt his partner was different. He thought she was getting dressed up more carefully than usual.

Fura counted the time and smiled while she was alone. Now her heart was beating fast. So as she walked through the mountains of Muzo she felt infinite joy. Fura shouted to the man as she walked!

• I’ve been waiting for you, said Zarbi.
• I, too, replied Fura and her smile became inevitable.

Zarbi was happy to be able to talk to someone like Fura, as she taught him about the characteristics of plants, their colors and uses. The flower Zarbi was looking for was unique. Not many have found it, because it is said that it is revealed only to those who have a good heart.

Fura and Zarbi started seeing each other at the same time and in the same place because they believed that if they moved, the mystical flower would never appear.

One day while they were walking, Zarbi took the young woman and hugged her so much that she didn’t want to leave. Their minds went to unimaginable places and their hearts became one. From that moment on Fura’s love went entirely to Zarbi.

But every story has two parts, and Zarbi had a wife and two daughters from a marriage arranged by his parents. He knew that his wife had a lover and although he was a man of his word he could not resist the jet-haired young woman.

One day when Fura was taking one of her baths she noticed something strange that caught her attention. Her appearance had changed and her long hair now carried white threads.

So she grabbed her hair and hid it under her dress. Now she felt more tired, sometimes her hands and legs hurt, and she had the feeling that something in her body was changing. That same night Tena tried to get close to her but the only thing he received from Fura was rejections.

• You no longer fulfill as a wife, do you no longer love me? Tena said with some bitterness.
• I’ve never loved you, Fura angrily said while trying to sleep.
• You’ve changed, you’ve never been so cruel, Tena said.
• Life itself has shown me that love exists…

And it was with that comment that Tena felt for the first time a warmth inside his chest, as if it was going to explode from an inexplicable rage.

He then decided to follow his wife and find out what had changed her. One day Tena told Fura that he would leave the house and get home late. But he actually hid in the top of a big tree.

Tena fell asleep, but the sound of the birds suddenly woke him up, and it was at that moment that he saw his wife in the arms of a stranger.

Tena thought of defending his own and enlisted his great spear. In this way Fura would be his alone again. There was a confrontation, the first and the most tragic. But in the end, Tena decided to hurt himself because he could not stand Fura’s infidelity.

Fura realized her mistake and the remorse made her abandon Zarbi and return to her husband Tena, but it was too late as Tena was already immobile.

She grabbed her husband’s lifeless body and held him in her arms for eight days while crying without comfort. Every tear that came out of Fura was transformed into an emerald.

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Zarbi asked for forgiveness and pleaded Are to help Fura. But the god Are, disappointed by the infidelity, transformed this couple into two big rocks.  

From the bowels of Zarbi, the great god gave rise to a great waterfall that passes exactly in the middle of the two rocks. This is how the mountains Fura and Tena emerged, which are now known by the same names. This is where the largest emerald deposits are found.

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Originally Post  “Fura y Tena: El Origen de las las Esmeraldas más Bellas del Mundo″
Translated by Oscar Moreno

Rose quartz is a variety of the wide gemological group of quartzes. It is a mineral that is composed of silica or silicon dioxide and usually contains some inclusions of other elements such as phosphorus, causing the change of color in the gems. It belongs to the group of macrocrystalline quartzes, has a hardness of 7 on the Mohs scale and is found in all types of rocks: igneous, metamorphic and sedimentary.

Quartz is one of the most abundant groups of gems that exists on earth, and many of its variations are among the most used within the current jewelry market. In this article we want to delve into this huge family of gems, seeking to be a guide of basic guidelines for all those who yearn to obtain a jewel and recognize the authenticity of rose quartz.

Several years ago I discovered the perfect way to impact my personal image. For a long time, I combined clothes with shoes and bags in the same shade and almost always wore the same pair of earrings. I constantly wondered what was the best way to highlight my look and stand out from the rest, I always wondered why I couldn’t differentiate myself, I felt that I always looked similar.

On one occasion, I entered a store attracted by a beautiful dress that was in the showcase, it was white with a very fine print in various pastel tones. Upon entering, a girl approached me and introduced herself as an expert in fashion consulting, she told me that she was in charge of guiding the entire purchasing process and told me about how to best highlight any outfit. So fascinated by the invitation, I decided to let myself be guided.

I put on the dress and it looked perfectly, I tried on high shoes that made me look more stylized, and while I already felt powerful enough to look at myself in the mirror, everything changed the moment she put on my neck a necklace made of rose quartz.

While she was adjusting it, she explained to me how jewels, especially those with natural gems, provide versatility and sophistication even to the simplest look, and thanks to the delicacy of the pink color, it is perfect in both light and dark skins.

That day I decided to take the dress along with the necklace home. And from that moment on, not only did I learn that jewelry has a high impact on our image; but i realized that in my personal collection, accessories made with natural stones can’t be missing.

Millions of years ago, in the depths of the earth, and thanks to different natural phenomena such as pressure, temperature and the mixture of different elements, a diversity of gems was generated that are now classified by color, shape, quality and other aspects.

The human being has always felt the need to treasure different objects as a symbol of power, status or as a longing or recognition towards some person or event. The ornamentation and the precious stones are not foreign to this feeling and several historical antecedents endorse it.

The quartz, is an abundant gem that has similar physical properties; it is presented to us in a wide spectrum of colors. Many are quite economic, which makes it a versatile stone and quite recognized in the market, allowing us to obtain many jewels of great quality to an accessible price.

From the beginning of history, jewels have accompanied humanity. It is known that in the Persian, Phoenician, Roman and Egyptian civilizations, goldsmithing was already conceived for ornamentation, and incrustations of precious stones, including quartz, played an important role in these pieces.

At that time, jewelry was associated with religious rites and funerary ceremonies. The shamans of these tribes believed in the power that these stones gave them to communicate with their ancestors. They were also displayed by warriors as symbols of superiority or divine descent, as well as being a distinctive hierarchy within the social class ladder.

Read more about Tanzanite: Treasure Discovered

Quartz has a transparent-to-opaque appearance and has a vitreous luster. Some of its specimens produce optical effects such as asterism (light reflections that cross each other, forming a “star”) and cat’s eye. The most common colors found in the extractions are white and transparent, however, there are also many deposits of rose quartz.

Quartz Group

Quartz is divided into two large groups

Macrocrystalline quartz that is the variety that forms a single crystal and is recognized by the naked eye. In this group we highlight the Amethyst stone, Rose Quartz, Tiger Eye among others.

And micro-crystalline quartz or also called cryptocrystalline which is composed of a grouping of tiny crystals that look like a solid mass, among which we highlight: the agate stone, chrysoprase, cornelian etc..

Quartz Name and Meaning

There are several versions on the etymology and meaning of the word “quartz”. One of the theories suggests that it comes from a German dialect Quarz, which could mean “rock crystal”, others argue that it comes from a Slavic word meaning “hardness” and a third theory indicates that it is derived from the ancient Greek word “Krystallos” meaning crystal and this is because the Greeks believed for a long time, that quartz was deep-frozen ice and that there was no longer any way for it to thaw.

According to various researches, the word “Quarz” appeared written for the first time in the hands of George Baver (Georgius Agricola – Translation of his name) German mineralogist who developed and wrote many principles of metallurgy and mining.

Rose Quartz

Meaning of pink color

Pink is associated with femininity and childhood. It gives us sensations of tenderness, delicacy and innocence.

The lighter the intensity of the pink color, the more we associate it with sensations and children’s events. While the stronger and deeper, it will give us a feeling of strength without leaving aside the delicacy.

Rose quartz is one of the most sought-after gems precisely because its color is presented to us in different ranges and intensities. The colors of this gem range from the palest pink to a vivid and uniform pink. Sometimes the color can be found in different zones within the gem.

Rose quartz normally presents inclusions and cloudiness, so it is very rare to find a transparent rose quartz. However, it has been found in some parts of the world, logically increasing the value of this gem.

Some gemologists call transparent rose quartz “Pink Quartz” instead of simply “Rose Quartz” and this is because the origins of tonality are different. In Spanish there is no name differentiation, normally the difference is made by explaining its transparent aspect and that its value increases.

Discover the history of Topaz: The First Precious Stone

When we look closely at this gem, we know that its characteristic color is due to small traces of other elements such as titanium, iron or manganese. Recent studies indicate that there are microscopic and very fine formations of dumortierite or other similar minerals within the gem, which could mean that this also causes its pink color.

There are two varieties of rose quartz. There is massive rose quartz (or macrocrystalline) which is the most common category. Its tonality can be quite intense and milky. This color is quite stable to changes in temperature and light and sometimes has some white bands and internal fractures that we must take into account, because this can weaken the gem, especially if they are going to be used in jewelry as gem-setting material.

This kind of massive quartz is widely used for the manufacture of decorative pieces, boxes, paperweights among other designs.

Also, we can find good material that turns into cabochons, but in very few occasions a clean, uniform and defect-free carved gem can be achieved. Because of its scarcity, this material is usually more expensive than others, especially those with stronger and deeper tones that tend to be of a “peach pink” tone, a tone that is highly valued by both jewelers and collectors.

It is possible to find rose quartz with optical effect of asterism, commonly called “starry”, and this is due to small inclusions of rutile. If this gem possesses a good intense color, it could reach a quite high value in the market.

There is another variety of this mineral called “Crystalline Rose Quartz” or “Rose Quartz in Crystals” that is presented in a very small form causing them to be very difficult to cut them, but very striking to collect them.

According to some studies, its color is due to the presence of phosphorus and aluminum. However, in this variety of rose quartz, the tonality is very sensitive to changes in temperature and light, making the color a little inconsistent.

Reservoirs

Quartz, being quite common, is found in different places around the world. The first recorded deposits were in the United States. However, it is in the territory of Brazil where we find the largest amount of mining of this gem. There are also other deposits in Namibia, Madagascar, India and Spain.

See pink amber necklaces

Originally Post  “Cuarzo Rosa: Símbolo de Delicadeza″
Translated by Oscar Moreno

From the outside, the Tai Chi Chuan can seem like a beautiful dance. Nothing could be further from the truth. The gentle movements represent a form of meditation and inner work of the vital energy. Techniques that have been polished for hundreds of years. Going beyond the field of martial arts, to delve into the development of an iron health.

The tai chi or tai chi Chuan means “last fist”, and began to be known in China as a martial art, successively taking territory until it was practiced by thousands of people around the world. Since then,this practice is representative of Chinese culture. It canal so be called tàijíquán.

Tai chi is known all over the world but mainly in the People’s Republic of China. Each year more and more people join in the realization of this practice with the purpose of regulating and controlling the internal energy, in order to live really happy and peaceful lives.

Originally tai chi is an internal martial art, for bodily or body-to-body wrestling whether performed in an armed or unarmed manner. However, nowadays it is better known as a more physical/spiritual type of activity, which allows its practitioners to improve their quality of life from the inside out. Not only is it good for health itself, but it is also considered as a technique of meditation and reunion with the inner self.

Tai Chi and Chi

Chi or vital energy is something that every living being has. For its clear perception it is necessary to do previous work that usually lasts weeks. It takes decades to master it. Their possibilities are impressive, and above all, the improvement of nature and communication with nature. Tai Chi is probably the best way to equip oneself with a good state of health for the practice of Chi, and to sensitize and mediate in movement with this vital energy to which Western society has turned its back.

Tai chi is based on the balance and improvement of Chi, to bring the body towards a state of health. It reduces the use of force to execute exercise, and also reduces the risk of injury, while maximizing the benefits of conscious movement and healthy living.

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Not all living beings assimilate Chi in the same way, each living organism has its own particular way of assimilating Chi. But humans, animals and plants absorb it equally through the air they breathe and the food they eat.

Once inside the organism, Chi moves through the whole body and puts into practice different functions. The main one of all of them is based on achieving the continuous good functioning of the organism.

When your mind is truly clear and calm, through tai chi, the spiritual side of things begins to open up. You’restarting to see things more deeply. Many martial arts masters came to be considered wise men and were consulted for their understanding of the meaning of human life, this world and the universe. They learned to live in this world without confusion or doubt and to find peace and happiness thanks to this practice.

More than 1600 years ago, it began to become popular among the streets of China. This practice was understood as a series of movements that shape representations of nature. For any other society it might look strange at first glance, but the reality is that for this culture represents the evolution of consciousness, the ultimate connection with our inner self and the world.

The old scriptures tell that Tai chi techniques have been used since the Liang dynasty (A.D.502- 557), and later became taught by Han, Gong-yue, Cheng, Ling xi and Cheng. Later the Tang dynasty maintained the teachings (A.D. 618-907). Many names are mentioned in the history of tai chi, however, there is a monk who takes most of the credit, and is t maximum representation of internal search…

History of Tai Chi

China was in the middle of the Song dynasty. Its emperor,Hui Zong was apparently doing things well in terms of sophistication and social organization. Society could enjoy various social clubs in cities, temples, schools, and entertainment centers, which gave the people (even the lowest class) the opportunity to expand their knowledge. It was a time of much culture and expansion of horizons.

The realm of religion had a very transcendental effect on people’s lives, their beliefs were involved in each of their daily activities. There were many deities related to Taoism and Buddhism. Society especially respected ancestral spirits, and spirituality in China has always been part of their folklore.

However, something was needed. For some people, certain deities were not enough to achieve peace and balance; for our inner strength can only really be dominated by ourselves.

And it is in this part of history that the honest Zhang San Feng appears. A mystic monk with a mysterious life, teacher and philosopher almost 2 meters high, shaped like a turtle, with a crane-looking back, and giant ears. History reminds him walking the mountains of China in a single tunic.

Zhang San Feng was an expert in martial arts and acupuncture, but he was also a hermit and his solitude was the best company, as it allowed him to increase his knowledge in the different areas he handled. His favorite space was Wudang Mountain, where he would retire for long periods of time to practice Kung Fu.

In spite of all his knowledge, his real purpose was to create a martial system that was based on the knowledge of the body and energy.

Together with two friends of his, who were specialists in acupuncture, he devoted himself to studying the effects and reactions of the body through the use of acupuncture in an unconventional way.They were even able to detect that if the procedure was performed incorrectly, it could generate a contradictory effect.

Zhang was always looking for scientific approach in his practices, and this allowed him to become wiser and wiser. However, it is at this point in history that his life becomes a little diffuse, since his most important attribution is still of dispersed origin…

The best-known story is as follows :

It is said that one night, while Zhan San Feng was sleeping, he had a very strange dream. San Feng saw a snake and a crane fighting to the death over the Wu-DANG mountains.

Legend has it that the monk observed so much strength, elegance and majesty in the movements of the rivals that he fell in love with them. Both defended themselves as they could, using their elements in their favor. The crane fluttered swiftly and used its beak to propel itself. While the snake acted very tense and moved in an ‘s’ shape while defending itself from the bites.

The dream may have been more of a revelation, for when the monk saw the scene, he immediately had the idea that his own fighting style, for which he had worked night after night, had to combine the characteristics of several animals. It occurred to him to carry out a style of fight that combined the characteristics of several animals. Based on these movements, as strong as elegant, the monk began to develop similar forms with his body.

However, the monk still felt that there was something missing. It was at that moment, at the top of the mountain as he looked to the bottom, as he saw the manifestation of spiraling leaves lifted by the wind, that he understood what his greatest discovery meant:

Their struggle should not be focused on the normal forces of man, nor on that of animals; but on something higher, the force of the tao. Only in this way could he create a martial art that would disappear, divert or even absorb any external force, without dominating or subduing it. After his discovery, the monk created a hermitage on the mountains and it was there where he let flow all his ideas regarding the Tai Chi Chuan.

More than a martial art, Zhang came across what would be one of the most important internal connection practices in the world. Allowing millions of people to restore their lives and balance.

It arises from the search for a question about the true meaning of life. The greatest discoveries in history are born of concerns. From doubts a man creates different theories and concepts that allow him to collect clues to reach a truth. The origin of Tai Chi is found from this principle of calming and restlessness. Even most people who start their Tai Chi practice do so out of a concern to find control of themselves or because they feel they have lost their way.

Some records indicate that the techniques of Zhang San Feng already existed and he was able to learn them from Daoist Feng, Yi-yuan.

The reality is that probably we will never know. Meanwhile, the merit will be paid to San Feng. They say that when the river sounds, it is because it brings stones. And so far the magical story of this revelation is the best known.

Tai Chi Practice

During the practice of tai chi, all attention should be concentrated on developing the highest level of art. This dedication and concentration will carry over to the rest of your life, and the struggle for perfection becomes the true inner meaning of tai chi.

“No form, no shadow.”

When you approach the highest levels of tai chi meditation you discover that your physical body does not seem to exist: you feel that you are a ball of energy, part of the natural world and inseparable from it.

“The whole body transparent and empty.”

When you feel like you’re just a ball of energy, there’s nothing in your mind, no desire, no intention. Since your mind and ego are not there to interfere, you can see clearly and respond correctly.

“Forget your environment and be natural.”

Once you are transparent, you will easily forget your surroundings and your energy flow will be smooth and natural.

“Clear fountain, peaceful water.”

In tai chi, energy can be strong and continuous like a turbulent river or stormy ocean.

The first step in learning tai chi chuan is to understand the theory and fundamental principles through discussion with your teacher, reading available books, studying with classmates, and then reflecting on your own.

You should ask yourself: How does tai chi chuan benefit the body and improve health? How can taijiquan be used for martial purposes? Once you have answers to these questions, you should have an image of the art and an idea of where it is going. The next question that should arise should be:

How could I train relaxation, calm and concentration? This takes you to the second step of training. Generally, if you have the right methods and concepts, you can train your mind to be calm and physically relax in no time.

Maintaining this meditative attitude is very important to begin training.

The next step is to train the breath. Breathing should be deep, natural and long. If you only practice tai chi for health, you can use Buddhist or normal abdominal breathing. After you have trained your breathing correctly, you should begin to feel the chi in your abdomen. This will lead to the fourth step: generating and experiencing chi.

Generally, chi can be generated in two ways: externally and internally. Generating chi externally is called wai dan, and when it is generated internally it is called nei dan. Through chi generation training, you will gradually realize what chi is and why the gentle circulation of chi benefits the body.

It will also increase your sensitivity to this movement. The more you train, the more sensitive you become. After a while, you must move on to the next step: circular chi. This is best practiced through still meditation, which will improve your chi generation and circulation. This circulation is guided by the calm mind and is possible thanks to a relaxed body. You must train your mind to guide chi wherever you wish, in coordination with the right breathing technique.

First you must develop a small circulation, which moves chi up the spine and down the center of the front of the body.

Tai Chi Chuan: Yang Style

The Yang style is the most popular of all and is also born from a rather casual story…

It all begins with Yang, Lu Chan (1799-1872 A.D.) who was born in Hebei Province in Guan Ping County. This young boy went to the province of Henan to learn the art of Tai Chi Chuan. At first, he was standing so firm and upright that people began to call him“MrTablet”. The treatment he received was really unfair, however, he never gave up.

One night, the boy was awakened with noises that sounded like “Hen” and “Ha” in the distance. He got up and traced the sound back to an old building, then saw his master Chen, Chang-xing teaching the techniques of grip, control and jin emission in coordination with the sounds “Hen” and “Ha”.

He was so amazed at the techniques that from that moment on, he continued to watch this secret practice session every night. When he finished, he returned to his room to reflect and study . Thanks to this, his martial ability advanced rapidly. One day, Chen ordered him to train with the other disciples, but to his surprise, none of the other students could defeat him. Chen realized that Yang had great potential, and after that showed him his secrets. When he finished, he returned to his hometown and taught chi chuan for a while. His movements were so skillful and effective against the opponents that people began calling his style of battle the “Yang Style.” Although he had many fights, he never hurt anyone. His art was so high that no one could defeat him and thus this recognized style of combat was born.

Wu style:

It is another of the most practiced worldwide, and is originated by Wu Quan You, body guard of the imperial court of Beijing in the Quing dynasty, and one of the most advanced students of Yáng Lù Chán.

Sun style:

It was created by Sun Lu Tang, a renowned master of  two other internal martial arts: Xingyiquan and Baguazhang. Lu Tang created the Sun style through the congruence between these two martial arts and Tai Chi.

Hao Style:

It is important but not so well known, is usually practiced only in China and originated with Wu Yuxiang(1812-1880). Yuxiang took his knowledge and modified the forms to a small structure sequence and then founded his own style.

How to learn Tai Chi

Tai Chi is not just any sport that can be practiced, it is a way of life, of acquiring a new perception of the world. While it is true that practicing tai chi requires a mature decision, it is also very important to have the necessary attitude to achieve it.

It’s not easy at all, most people sooner or later leave the activity because they realize that it’s not really what they wanted or because they were frustrated that they didn’t get what they were hoping for. The end result of a committed practice of tai chi will always be pleasant, if you have not reached that point is because you need more study, there is no predetermined time, and that is what many of its practitioners fail to understand and therefore give up.

Forms

Tai chi starts from the representation of forms with the body, accompanied by sequences of specific movements that follow each other and together generate a fluid sequence. The basic forms are individual practices in which the student makes the movements with himself. The shapes represent the fight against an imaginary rival. These forms are not individual figures, but are connected with thought. It is a work that is done in a mind-body team.

Forms are made up of several frames, steps, or figures whose sequence is predefined. These techniques have different names that express the martial application of the movement e.g. “right heel kick“, that describe the character of the movement e.g. “simple whip” or that have a poetic reading e.g. “The white crane spreads its wings“.

There are some forms that are named according to the number of postures or movements, such as the Form of 24 movements.

What is the attitude to learn this discipline?

Tai chi is a long journey without a doubt, a journey that will be profitable only if you make it from your heart. The attitude will depend on the individual’s decision. That is to say, anyone could take a tai chi class to have the experience and know what it is about. But, a person who wants to dedicate himself to it and see positive results in his life will have to make a very firm decision to face the steps. It will take perseverance and a lot of patience to get to the end.

Each path is completely different from the other’s, even if you have these two qualities. If a person has all these virtues, his path will easily have other difficulties, so it is not advisable to be guided by other people’s experiences. A person who practices and then reflects on every new thing he or she has learned and continues to investigate, will naturally be better than the person who never explores what he or she has learned.

As we mentioned, this is a long trip and with many obstacles that must be overcome, before taking each step is necessary to understand the previous one. It takes many years of learning, research, reflection and practice to gradually understand the key and “enter the temple”.

However, the more you believe you can achieve it and dedicate your mind to it, the less you will need to understand; your mind will dictate the next steps. The teachers compare it to a bottomless pit or a river that flows non-stop.

There is still an old list of 5 mental cues that a tai chi student needs if he really hopes to move the process forward:

• 1. Study in depth .
• 2. Investigate and ask
• 3. Meditate carefully
• 4. Discriminate clearly
• 5. To work perseveringly .

Part of the study of tai chi includes understanding a little more of each of these recommendations, which no matter how simple they seem, are really very important and not so easy to achieve.

These maxims professed by tai chi are applicable to different aspects of life. If practiced, it is possible to achieve different goals, such as acquiring high wisdom levels.

In addition to the previous learning attitude, an excellent teacher is also a transcendental element in learning the art of tai chi.

A disciple should be more concerned with spending three years in search of a highly qualified teacher than with spending three years learning from one who is not.

The Master

The word master is simply gigantic, meaning guide and superior knowledge. In the practice of tai chi the master is an indispensable element, because it will depend on him that the process is easier or more complicated.“the master is who can guide you to the door by the shortest possible path and help you avoid wasting your time and energy.”

One of the most special masters in history was Chen, as his most important disciple managed to develop his own unique style: yang, which was followed by society. A true master helps his followers learn the basic notions and then to find their own way.

“To enter through the door and be guided by the way, one needs oral instruction; and practice without ceasing, the way is through self-practice”

The good teachers will always be in charge of creating the best disciples, the teachers point the way without saying exactly what to do. However, a good teacher must also correct the disciple if the situation warrants it. The energy and time of the teacher are very important, so he will only correct if he believes it is worth investing time and energy to do so.

The student

The learning of tai chi can last approximately 20 years, the first 3 years to acquire the learning of forms and then you will have to work and train very hard to manage your breath and so on.

Most tai chi students change their attitude as the process continues, some become stronger and more dedicated, while others students become fragile and disinterested, no matter how motivated they started this journey.

The study of tai chi is done through gradual stages

Body regulation (Tiao Shen)

In addition to learning to make the movements with precision, physical relaxation is important. To obtain a deep level of relaxation, the mind must first be relaxed, the balance of the body must be felt and its physical and mental centers must be maintained. To achieve this goal, you must practice until your legs and torso have been strengthened and reaffirmed. Once you have reached the relaxation goal, the most basic condition for your health will be reached. Blood and qi circulation can flow smoothly in a relaxed body. This will cause cell replacement in the body to occur correctly. Maintaining cell replacement in the body is the key to health and longevity.

Regulation of breathing (Tiao Xi)

When the body finally manages to relax, attention should be paid to your breathing,and you should appreciate how your body absorbs oxygen and expels carbon dioxide gently and deeply. Every cell in the body requires oxygen. If you can take in oxygen gently and abundantly, new cells will be created in your body. In addition, deep breathing removes dead cells from the body by exhaling.

Regulation of the mind (Tiao Xin)

The mind is the main commander in the battle of body and disease. Therefore, mental disorder generates the loss of the body’s battle. Chinese culture is considered to have two distinct aspects of the mind. The first is the yi, or wisdom mind which is responsible for intellect and higher mental functions. The second aspect of the mind is the xin, or emotional mind that encompasses all emotional states and passions. It is the creator of desire and aggression, from there all the emotions that are manifested begin. If not properly regulated by the mind of wisdom, it will lead to self-destruction. Regulating the mind means learning to calm the emotional mind and strengthen the wise mind. The aim of regulating the mind is to lead it to a profoundly deep, peaceful and harmonious state.

Regulation of Qi (Tiao Qi)

A calm mind, a relaxed body and correct breathing can bring chi to any part of the body. For a tai chi artist, the first step is to carry the qi to the extremities to energize the muscles for defensive purposes. The result of this is the production of a strong internal power called jin. For a person who is training only for health, the mind can be used to circulate the qi in the body through the practice of Small Circulation (Xiao Zhou Tian) and Large Circulation (Da Zhou Tian) meditation.

If you are thinking about including this practice in your lifestyle and you have fallen in love with it, you must be aware that sometimes your brain will say enough is enough, but your heart will have to remember why you started the journey.

A student who practices, reflects, humbly asks questions, and investigates on his own will naturally be a good successor to the practice. The personal interest that exists for the topic will be the main feature that will allow growth to be generated with the passing of the years. Typically, a teacher needs three years to look through a student’s personality and know if they are likely to persevere in their studies and maintain a good moral character.

After years of research,Zhan was able to find the answers he needed, a martial art that would balance the internal energies. Without all his previous work, it wouldn’t have been possible. Today the world is grateful for this discipline linked to the line of thought of Taoism.

The reality of the human being guided by his feelings and controlled by his energies can be really difficult. Only when we learn to control our emotions, our desires and passions, can we begin to live a full life. Yes, it sounds very simple in those 5 lines, but learning to master our own energies could take all of our lives… However, the results are mind-boggling.

This story is an invitation, the word you need to take control of your life and your energies. Are you ready?

Originally Post  “Tai Chi Chuan: la verdadera historia milenaria″

Translated by Oscar Moreno

This post is a little different from the previous ones, we will tell you the magic formula to tell a story. Never dare underestimate the power of a good story. Its use is increasingly popular for various purposes related to persuasion. Telling a good story will be useful whenever you want to generate a connection and send a very strong message. In addition, it is applicable to multiple life scenarios. Today we will tell you how to tell a magical and powerful story.

Perhaps some people will think that at the age of 23 you still haven’t read the book that will mark a before and after in your life, but they have no idea. Paul Smith with “Sell With a Story” certainly lit a room that was kept dark in my brain. How could it be possible that I had never noticed it when it was there all the time? Society’s passion for films, books and novels that tell stories in which we fully immerse ourselves, feeling every sensation of the protagonist. Stories have been part of the world since its creation, and it is the mechanism that has been used since ancient times to transmit all the information we know today; that makes them so valuable!

The stories have enveloped, trapped and manipulated each one of our neurons until unleashing in us a tide of sensations and attitudes.

Storytelling, or the “art” of storytelling, as you might also call it, has incredible power in people’s brains, telling a good story gives you the opportunity to connect with the mind and heart of an audience. Imagine being able to master this technique… It’s simply wonderful, and none of this happens by magic.

You’ll know what’s going on in your brain and body when you hear them and why you feel so identified. We will follow this path hand in hand with the word of Paul Smith who made his bestseller “Sell with a story” a bible.

Paul Smith, in his book, begins telling us how was his first contact with the power of storytelling, just from that moment I felt captivated and it was inevitable to continue traveling with him through its history. It goes like this.

Paul narrates that he accompanied his wife to a major photography exhibition in which he honestly understood nothing at all. Unlike his wife, who danced through the corridors as if it were her dream place. Paul is a businessman, photography is definitely not his thing, however he got caught up seeing one that was very attractive to his wife: it was the catch that captured the exact moment when a piggy swam towards the dock with its small nose full of sand. As the couple looked at the photograph, its author approached them very slowly and it was inevitable that Paul, curious, would ask what it was about. The photographer told us that the little pigs lived on a deserted island in Big Major Key in the Bahamas. The animals were left there by a group of sailors, and when they did not find food on land they had to learn to swim to look for it; from then on, piglets are born with the ability to swim. The island is now known as “Pig Island” and is one of the busiest tourist destinations in the Bahamas.

After listening to the story Paul was moved, only thinking about how beautiful and intelligent nature was, and how it manages to “make its way” (quoting the famous scientist from Jurassic Park). But in addition to that, he thought of the fact that this simple photograph, which for him had had such little meaning, had suddenly become a brilliant work, which summed up in an image the immensity of nature. Before the eyes of Paul and his wife, this image began to be worth gold, all thanks to the story behind this photo.

Why should I handle Storytelling?

Whether explicitly or implicitly, stories are the most effective way to connect with an audience and get the message you want to carry received and accepted, for a variety of reasons:

First, a good story has the ability to pass on to anyone, regardless of age, sex, or education. As humans, we empathize with the stories of other humans, and even if it is not comparable to our own, we will easily be touched by it.

Stories can generate a deep spiritual connection that invites people to reflect on their own lives.

First of all, it is important to know that stories generate empathy, and that feeling is what leads us to be remembered as we want to be. Secondly, we will talk about stories being memorable, a good story will always be remembered and told. You will hardly be able to remember any other isolated fact or statistic, but a story that tells a situation around a protagonist and that has an outcome will remain in your mind for a long time.

How to tell a story?

Now that you understand the importance of this tool and how it works, we’ll see how to build a good story. First of all, it is important to understand that there is no magic recipe or specific order. Yes, there are certain components that allow you to give it form and flavor, but the reality is that the way you dare to explore with the elements, exchange them, and add more seasonings, is what will allow you to conceive a masterpiece.

Pixar is one of the most incredible machines when telling a story, it is practically inevitable that we feel touched by them. However, movies and books are not the only places where we see stories; advertising shows us very short stories. And this tells us that there is no specific extension to generate an impact.

Only a few essential components are needed: hero, context, objective, conflict and resolution. Magic lives in the ability you develop to describe each element. What do you want to achieve with it? What do you want the reader to feel or do after consuming it? Once you have these two clear answers, it’s time to move on.

It is essential to define the purpose of the story at this point, because the idea is to use the words and arguments necessary to get the reader to activate the emotions we want. Have you heard about the cocktail of happiness? We’ll see about that later.

Structure of a story

As I mentioned before, there is no magic formula, but there are magical elements, which organized and developed in a correct and precise way, work like magic:

Main objective or main message: Basically it’s about thinking a little: What do you really want the reader to do or feel after reading the story? The most effective beginnings are those that have a question mark, a flashback, or simply create curiosity in some way.

Context: Where do the events take place?Who is the hero and what are his motivations and passions?, is there any other element behind that is considered essential?

A story will capture more attention the more visual and descriptive it is.Sensory elements such as aroma, color, or texture are essential to sell a message.

Challenge: In this part of the story, the protagonist’s challenge and opportunities for accomplishment should be explained in an attractive way.

Conflict: Conflict is the climax of history, for that reason it is the right moment to use the necessary weapons to release the whirlwinds of hormones that arouse the emotions of the consumer. It is important to show aspects that can generate impact. One of the most frequent elements is to show the hero and the villain from their innermost and honest part.

Resolution The resolution shows how the sequence of events resulted for everyone, how the situation changed and what the result was. It is important that the facts look real and that the reader can somehow identify with them.

At each stage of the story it is important to identify what emotions the reader should feel. This will allow you not to lose focus. It’s very interesting when you move elements from the context to the end, you just have to have a little imagination.

Lesson: It is that detail that we learn. A moral story becomes complete and valuable, it allows us to close the circle of narration. We don’t perceive it, but our brain does and it makes us convince ourselves. The trick is to be very delicate and know how to send the message in a non- invasive way. The brands that best implement storytelling have the ability to get the message across without looking so much like a “sale”. This is a skill that can only be obtained through practice.

Once we have described the essential elements of a story, we will talk about the “Cocktail of Angels”. This cocktail consists of the mix of hormones that we need to awaken in the reader at the moment of telling a story:

Cocktail of the Angels

The magic of the effect of stories in people, takes place due to the action of three hormones that shoot the endocrine glands towards all our body, they are: dopamine, oxytocin and endorphins.I will explain them in a not so common way:

A month ago I got a call from a major agency. In this workplace they are recognized for working with important brands such as Adidas, New Balance, Fila and many others. I approached the interviewer’s table and he continued to ask me about my previous work; everything was going well until I showed him some writings about magic stones and how thanks to their existence human beings are linked to the earth. The interviewer was amazed with the words and began to ask many more questions about the subject, it was at that moment when he got up with much enthusiasm, smiling and proceeded to show me a special corner in the work space. When I got to the place I couldn’t believe what I was seeing…

Well, at least for today this will be all about this story, I won’t tell you what was in the special corner, because the important thing right now is that you will surely be imagining what was in that place… You feel intrigue, concentration and now you are imagining possible scenarios.

All this happens thanks to the dopamine that flows through your body to hear stories like the previous one, that is one of the hormones that make up this cocktail of angels and is essential to catch the attention and make the first connection with the person who reads the story. You’ll need it if you want the reader to finish the story you developed.

Now we go to the second one:

This story is not so happy and interesting, I just wanted to tell you that in just 3 months I will be a year since the last time I saw my mother and father. I had to leave my country of birth where I lived for 22 years and met the most significant people. I had to leave because the political and social situation created a climate of insecurity, fear and uncertainty for young people. That is why in the last 3 years, families have had to disintegrate in order to fight for a better destiny. It just seems crazy to me as I am now in the south of the world, far from home, missing my mother’s hugs and my father’s advice. I have learned to do everything on my own and fend for myself.

Yes, this story is real and I’m the protagonist of it, but that’s not the most important thing today, because I know that this story awakened your human and understanding side, you feel closer to me and in confidence. This feeling is the right one to describe oxytocin; a hormone you’ll need to awaken if you want your story to move the reader.

Brands such as Coca cola, year after year in their commercials have managed to get a message of union, love and friends. Beyond selling a product, they sell happiness through their magical stories.

Finally, we’ll talk about endorphins, those hormones that wake up the funniest part of you. You don’t need to tell a story for this one, just remind yourself of the last thing that made you die of laughter. Endorphin is activated with happy and fun information. You’ll also need it to tell your story.

Each of these hormones generates a different sensation and can be used independently to tell your stories; however, together, they form the cocktail of happiness. If you manage to awaken all three of them in your story, don’t doubt their success.

An irresistible story must be made up of certain basic elements. As a reader you may not notice it, but each of them contributes a grain of sand to cause a wave of sensations in your body. Knowing them and putting them into practice will empower you.

As New York University social psychologist Jonathan Haidt observes: “The human mind is a processor of stories, not a logical processor.”

Once you know which are the most important elements to develop in a story and which are the emotions to look for, it is necessary to know some dressings…

These are little details that used intelligently will add value and emotion to your story, here they go:

“Tell me“: if the character was scared, show it, find a way to manifest fear. The same happens if the character is in love, happy or upset, the idea is to manifest it, the reader must be infected with that feeling of happiness.

“Show Me“: describes the behavior of that emotion, for example, if a character was crying, give more details. Don’t be afraid to be too descriptive.

“Make me feel:” creates curiosity, anticipation, “anxiety”, the idea is that the person reading the story you tell feels the same as the characters.

There are three types of apprentices: 40 percent of us are visual apprentices, 40 percent are auditory apprentices, and the remaining 20 percent are kinetic apprentices. Stories attract all three. The images influence the visuals, the vocabulary attracts the auditory and the emotions and feelings are connected with the kinetics.

To finish, I want to give you these 5 necessary maxims that you must never leave aside when telling a story. Write them up near your desk and remember them every time you sit down to let your imagination run wild.

1. A story should excite, no matter the excitement, the important thing is that it is strong and easy to reach.
2. A story must be magical and extraordinary,no matter what the story is, whether it’s about superheroes, your cat or your love for your neighbor; remember to use the most beautiful and precise adjectives and attributes.
3. A story must motivate.
4. A story should be easy to tell and repeat.
5. A story must have a leitmotiv. The leitmotiv is the raison d’être of the story that the brand is telling, and the one that will make the reader fall in love with it.

Every time we identified with a message, it carried an implicit story. It is an essential tool, and the best thing about it is that you don’t have to be a genius, nor do you have to follow a set of rules. You just have to have the main recipe and then let your imagination run wild. After all, no one can resist strong emotions.

Paul Smith managed with “Sell with a story” to put together an exquisitely concrete recipe book about the formula to make the audience fall in love through exciting stories. And thanks to an impulse, I have shared them with you. So,what are you waiting for to begin to apply it? Remember, the secret is to know how to recognize the emotions you want, identify the hormones and take advantage of the moments indicated.

Originally Post  “Storytelling o el arte de contar historias″

Translated by Oscar Moreno