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STORYTELLING x TRUST

“Today’s competitors can copy your better, faster, cheaper features virtually instantly. The only thing they can’t replicate is the trust that customers feel for you.”

ANDY RASKIN
STORYTELLING CONSULTANT

“The best way to excite oxytocin, the neurotransmitter that creates trust, is to have sex, kiss or hug. The next best oxytocin-emitting activity is to tell a story.”

PAUL ZAK
NEUROECONOMIST

“With trust as the social glue, the relationships being formed on the Airbnb [platform] provides us an opportunity: making the world a more welcoming place.”

CHARLIE AUFMANN
EXPERIENCE DESIGNER AT AIRBNB

“The more you connect and the deeper you explore together, the greater the return on building trust and, ultimately, your power as a team.”

BARRY KAPLAN
COACH & PARTNER AT SHIFT 180

“Great design is a key ingredient in building trust for users […] designing for trust requires a holistic view, and constant reexamination.”

MICHAEL CHANOVER
DESIGN CONSULTANT

“Good leaders tell stories that make people trust them with power. Enduring power […] hinges on the fine art of stories that unite rather than divide.”

DACHER KELTNER
PROFESSOR OF PSYCHOLOGY

FOUNDED AT THE HEART OF STORYTELLING

In early 2018, Zul Andra was at a crossroads. Esquire, the magazine he led as Editor-in-chief for 4 years, winning over 30 awards during his tenure (misplacing all of them in a drunken stupor), was bought over by a new publisher.

He also just got married. He just bought a house. He was about to adopt a dog. He already picked out a bookshelf from IKEA that sounds like it was named after a knockoff brand in Ukraine.

So, he did the most logical thing at that time: tendered his resignation with zero savings to set up Zazoozoo, a storytelling think tank that designs content and communication strategies for brands.

Was it the best strategy at that time? A lot of people didn’t think so. But to Zul, there must be a better, wider, greater, grander, powerful way to tell stories. This became his only motivation–to enable others to tell their stories.

Also, is print dead? Zul couldn’t afford a crystal ball because he didn’t save any money to set up Zazoozoo.

Zul understood the power of storytelling but he took a year to find out why it’d matter.

Looking back at his media career over the past two decades, one word rang true: “trust”.

If the works he publish are dishonest, of poor quality, or of questionable integrity, he’ll lose the trust of the people and it’ll be harder to get it back.

Today, Zul Andra, along with a band of roving specialists, work with agencies, brands, and communities to build trust by telling strategic stories in various forms and across multiple platforms.

Trust, after all, is a moment’s worth. Stories, after all, is forever. The demand of forms and platforms, after all, shifts.

Zul is not only attempting to enable others to tell better stories, but he’s also trying to bend time and space. But that’s for another article; another crossroads.

As a strategic communication consultant, Zul craft storytelling strategies based on evidence and experience, design multimedia assets, and communication direction. He also train, coach and mentor individuals and teams in the same domain.

Tell us your story. Better yet, let us tell yours.

OUR FUTURE

vision

To enable organisations to build trust through storytelling.

mission

To share storytelling solutions to a billion people.

values

Learn

We live to learn and become the best version of ourselves.

Lead

We learn to lead as we want to be led and by example.

Love

We lead with love for ourselves and those around us.

Live

We love to make life a better place by learning