- Not just for lumberjacks

Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever. A rare gem illuminating the power of communication, this Indian proverb has never rung truer.

In the mad scramble for free-form talking, most have forgotten to police themselves by first asking, just what have I got to say and how should I say it in a memorable way?

Instead, we’ve gotten straight down to work, firing ‘content’ into every crack within mouse-click. If Twitter’s 140-character limit is too restrictive then there’s always Woofer, which requires a minimum of 1,400 characters for each post.

What a treat when you find a great story. And so much the better when it’s product related.

Who’d have thought the business of making and selling axes was ripe for great storytelling. Makes me want to get one. The Best Made Company. Here’s their pitch: NOTHING WITHOUT AN AXE, followed by frequently axed questions. Brilliant.

Sure, it creates pretty high expectations. But you get the feeling these guys backup the bullshit.

You won’t find them on Twitter. In fact, I suspect they’re the strong silent type - shrewd thinkers who understand the power of a good story and take the time to get it just right before talking.