People are essentialists. We believe that there is something core at the heart of things and people that make them what they are. Beneath the simple characteristics there is an essence. A story. That story matters deeply. Change the story and you change how we see the thing even if nothing physical or biological changes. Holding a baseball we believe Babe Ruth hit for a home run is different from holding an identical baseball that he didn't. Same ball. Hearing Roger Federer tell his story is different from hearing Roger Federer's life story. Same story. The connection between the thing, the story, and us is what creates our reality.
The story gives the ball its value
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