Quick stories are easy to remember. And, more importantly, easy to repeat. Someone else telling your story will always reach more people and do more to convince them to buy your product than any amount of talking you do about yourself on your own platforms. You should always be striving to tell a story so good that it stops being yours—so your customer learns it, loves it, internalizes it, owns it. And tells it to everyone they know.

For the most part, therapy is a matter of telling stories and listening to stories. A therapist needs an acute ear because she has to hear the stories within and behind the stories told and reach so far in her hearing as to grasp the mythic tale, the one that only whispers in the background and yet expresses the essence of the story. Myth describes the basic human experience, the archetypal level, that undergirds the story of events in time. The client tells the stories of her life, but the therapist listens for the rumble of myth deep within the simple stories of life. Adventures of the soul are bigger in scope than the vignettes of ordinary days. They are captured in myths, fairy tales, and legends, not in personal stories, unless you probe these deeply enough to glimpse the myth. So I always look for the greater story within the simple, literal details of daily life. I listen beneath the surface for the great and ancient tale, the story of the soul. To do this kind of listening, it helps to know mythologies and fairy tales and folk stories. If I were establishing my own school of psychotherapy, I’d include classes on mythology and folk tales, the stories of the spiritual traditions, and even novels and short stories, all of which educate the imagination so that a therapist is ready to hear the deep rumblings of primal narratives within the telling of a personal experience. A therapist should be an expert in stories, one who not only listens well but also helps clients tell their stories vividly and meaningfully.

Through his knowledge of mythology Jung was able to see meaning in the apparent gibberish of people being treated in a psychiatric hospital. He (1973) said that a story is more important than a diagnosis: “Clinical diagnoses are important, since they give the doctor a certain orientation, but they do not help the patient. The crucial thing is the story. For it alone shows the human background and the human suffering, and only at that point can the doctor’s therapy begin to operate” (p. 124). Diagnosis can take away the individuality and complexity of a client’s experience. It puts a client into a box. It serves the therapist more than the client. It can be demeaning. It places the therapist above the client. A diagnosis can be full of shadow, even if it might please the client to have a name for what he’s going through. That, too, is an illusion. Now we know how to treat the syndrome, and we don’t have to face it as a unique invitation to become an individual. The diagnosis puts you in a pen with other people who have given up their individuality, as well. Your story is individual. Remember Hillman’s warning to keep your images, your stories, exactly as they present themselves. Don’t adjust them so they fit into a box of syndromes and disorders. Each time you tell a story it is different—different nuances and tones. You call up a story from the past and you tell it in the present with the full impetus of who you are right now.

If I am dealing with a particularly shaken person, I keep the boundaries strict and firm, but with most clients I make a point to be present as more than the therapist. I talk a little about, my life. If the client asks about how things are going for me, I tell him. I may bring up an experience of mine that seems apropos. I do all this thoughtfully and minimally, just enough to be present as a person. My purpose is to serve the soul of the person I want to help. I hold back my own needs for a different occasion.

There’s one more thing that happens as I listen to life stories. I realize I’m not just listening to other people’s stories; I’m helping them create their stories. Very few of us sit down one day and write out the story of our lives and then go out and recite it when somebody asks. For most of us it’s only when somebody asks us to tell a story about ourselves that we have to step back and organize the events and turn them into a coherent narrative. When you ask somebody to tell part of their story, you’re giving them an occasion to take that step back. You’re giving them an opportunity to construct an account of themselves and maybe see themselves in a new way. None of us can have an identity unless it is affirmed and acknowledged by others. So as you are telling me your story, you’re seeing the ways I affirm you and the ways I do not. You’re sensing the parts of the story that work and those that do not. If you feed me empty slogans about yourself, I withdraw. But if you stand more transparently before me, showing both your warts and your gifts, you feel my respectful and friendly gaze upon you, and that brings forth growth. In every life there is a pattern, a story line running through it all. We find that story when somebody gives an opportunity to tell it.