To be general, be specific

In a conversation today about how to best reach people, one author noted that she tries to be as general as possible to reach the widest audience. Here’s the funny thing about that – I’ve found that the opposite is true. The more specific you are, the more you reach people, at least in storytelling. Let me give you two examples. In 2006, Ze Frank talked about brand as emotional aftertaste. He gave the examples of Grandma’s cookies (as a generic brand) that elicits an emotional reaction, and th