There were hundreds of bottles of whiskey on the shelf, but one stood out, one grabbed my attention, one made me obsessed. This one bottle inspired me to save my money for months just to buy a measure of it. It was 20 years ago. I was a trainee hotel manager and I was getting my first lesson in storytelling. It was a lesson that would change everything for me.

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Barry Chandler is the co-founder of Storyforge, a strategy company focused on helping companies discover their purpose, forging their unique story, building preference and driving margin.

Barry has been building award-winning businesses since launching his first company in Ireland in 2003. His last company, a digital marketing agency, was acquired in 2012 by a California-based publicly traded entertainment company which then hired him as Chief Marketing Officer. It is his belief that the greatest brands seek to change the world, improving the lives of their associates, partners, and customers.