So, You Like to Play with Fire?

Good. You should.

Because if you’re a brand storyteller, you already are. You’re not just writing cute headlines or crafting emotional arcs. You’re reaching into people’s psychology, nudging their choices, shaping their desires.

That’s fire.

And here’s the thing about fire: It can warm a room—or burn it to the ground. That’s the line between persuasion and manipulation. And most marketers are way too comfortable pretending it doesn’t exist.

Machiavelli called it centuries ago: “He who deceives will always find those who allow themselves to be deceived.” In other words: people are easy to move. The question is—what are you moving them toward?

Let's get real: Persuasion is power with empathy. Manipulation is power without accountability. (Seems like a really relevant distinction for these times we are living in, doesn’t it?)

Modern campaigns are full of feel-good language—"authentic," "human-first," "purpose-driven." But behind the scenes? It’s clickbait, urgency traps, insecurity hooks, and behavioral hacks. As strategist Rory Sutherland put it: “Persuasion is more powerful than compulsion. But it feels like cheating—because it works.”

So yeah, it works. But at what cost?

Ask yourself:

• Would I respect this message if I didn’t write it?

• Am I inviting trust —or exploiting emotion?

• Is this truth-telling —or psychological sleight of hand?

TL;DR: You’re playing with fire. Own it. Use it to light the way, not scorch the earth. Persuasion builds. Manipulation breaks. You know the difference.

So the real question is: What kind of storyteller do you want to be? Want to explore this further? Let’s chop it up in the comments.