Apple doesn’t sell computers. It sells creativity.   Or maybe it’s more accurate to say people don’t buy computers, they buy the story a company tells about them – that they’re creative, clever, responsible, or anything else that might matter.   Shane Currey, the founder of PRIME Collective Australia, learned this while working in the luxury brand space – without a powerful story behind a brand name, a laptop is just a laptop.  So how do you tell stories people want to believe?  And what about the stories you tell about the people within the business? Shane says the right narrative can be a ‘weapon of mass alignment,’ and he can help you point your people in the same direction.   +++  The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios.   This episode is hosted by Dr Juliet Bourke, with insights from Professor Barney Tan.  The transcript and show notes can be found on our website here.  Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn.   We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. See omnystudio.com/listener for privacy information.