My son's band was auditioning for the right to play the main stage at a local festival. American Idol-style, these second-round auditions were open to the public. My son's band was playing the last set of the evening.
There was just one problem. One of their guitarists had already committed to playing a nursing home (yes, you read that right) earlier that evening. But they figured he'd be able to turn up on time. It would be tight, but he'd make it. When set-up time came, he still wasn't there. They set up as slowly as they possibly could, and the MC was as helpful as he could be, hamming it up and even singing a song of his own to keep the audience engaged. Still no guitarist, and there was just no way to delay any longer. So they picked a song in which his contribution wasn't too central, improvised a bit to fill in the holes, and performed the song.
Still no guitarist. This is only a four-man band, so it matters.
They looked at each other, picked another song, and started in. What else could they do? And then, partway in, the missing guitarist came sprinting up the aisle, bounded onto the stage, plugged in his guitar... just in time for his solo. It could not have been better timed if they had deliberately staged it.
And they won the competition. One of the organizers told them afterwards that they were serious contenders from the outset, but once their performance turned into a story, and one with a happy ending at that, they were a shoo-in. This despite the fact they were not a local band, and the audience vote counted for 50% of the final outcome.
And that, my friends, illustrates the power of story about as well as anything could.
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