Mythmaking is a powerful tool in positioning and brand image. A myth is a story about a person, product, or company that acts to create a certain image. It might be true, imagined or just made up.

Examples of brand mythmaking:

• Steve Jobs fired someone in an elevator because they couldn’t describe why their role was important.

  • A myth that backs up the idea he was ruthless and focused. Only people with focus were allowed in his group.

• “The 48 Laws of Power is the most requested book in prison.”

  • Unverifiable but a great story that creates an image of underworld success. That shady people are onto something.

• JFK wandered the halls of NASA and met a janitor. When asked what he did, the janitor replied: “I helped put a man on the moon.”

  • Used to sell the idea that a great vision motivates people. The story is likely total BS. Even in JFK days, the President didn’t just wander the halls; the janitor has never been found.