Chicken story

“In Denmark, eggs from free-range hens have conquered over 50 percent of the market. Consumers do not want hens to live their lives in small, confining cages. ... [They] are happy to pay an additional 15 to 20 percent ... for the story ... about animal ethics. This is what we call classic Dream Society logic. Both kinds of eggs are similar in quality, but consumers prefer eggs with the better story. ... After we debated the issue and stockpiled 50 other examples, the conclusion became evident: Stories and tales speak directly to the heart rather than the brain. In
a century where society is marked by science and rationalism ... the stories and values ... return to the scene.”

—Rolf Jensen/The Dream Society: How the Coming Shift from Information
to Imagination Will Transform Your Business