The first time I saw this quote I was attending Contently‘s session last September at the Social Media Week in London. It was slide 0 of their presentation. I forgot it for a while, then it came back to me few months later, when I discovered this beautiful TED video.
It’s an Hopi American Indian proverb even if someone attributes the quote to Plato. The folks at content marketing firm Contently in New York City have adopted the proverb as their mission.
I just like the quote and I think it can well summarize content marketing approach (well, not really our intention to rule the world; maybe it would be better something like Those who tell the stories are better trusted or Those who tell the stories better create relationships, for example).