Noted business author and influencer Dorie Clark presented a thoughtful Ted Talk on December 21. We feel busy, she says, because we try to do the impossible, we want to feel "in demand," and (perhaps most importantly) we want to avoid dealing with something large or small. To illustrate the last point, Dorie illustrates with a story about her late cat, Gideon.  In this episode, I analyze why the story works. I would classify Dorie as an "Educator" archetype (although of course she has no awareness of my framework and likely wouldn't care). However, I'm. constantly surprised at how many successful business owners conform consistently to one of the story archetypes.   Here's a good example of a personal story that fits the brand of an Educator archetype, well-presented and successful on a number of dimensions. 

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