20th century Quote by Robert McKee
“Story is morally neutral. It can express profound truth or propaganda. The two greatest political storytellers of the 20th Century were Winston Churchill and Adolph Hitler. Because storytelling is a form of persuasive jujitsu, and because world is full of black belt storytellers, the corporate leader has to train both his offensive and defensive moves”
About This Quote
Source Book: “Story: Substance, Structure, Style, and the Principles of Screenwriting” (1997)
Story is a neutral tool; it can convey truth or propaganda, so leaders must master both offensive and defensive narrative tactics
In simple terms: Story can be used for truth or propaganda; leaders need narrative skills
Key Takeaway
Develop both persuasive and defensive storytelling abilities
Themes
communication
politics
storytelling
Mood
critical
strategic
Type
political
ethical
When to use this quote
- political speeches
- corporate branding
- media campaigns
- public relations
Key Concepts
propaganda
ethics
strategic narrative
Questions to Reflect On
- How do you ensure ethical storytelling?
- What defenses protect against propaganda?
A Different Perspective
Manipulative storytelling can erode trust
