There are people who understand marketing. There are people who understand storytelling. And then there are the rare people who understand that, in the modern world, storytelling is marketing.

Nuseir Yassin — Nas Daily — may understand this better than almost anyone on social media. For years, I have watched the extraordinary simplicity of the Nas formula.

There is a hook. There is a problem. There is a human being. There is tension. There is discovery. There is a solution. And ultimately, there is a story.

Nas doesn’t begin by demanding that you agree with him. He makes you curious. He makes you watch. And then he makes you care.

That distinction is enormously important. Nas Daily has built an international media empire around something human beings have been doing for thousands of years: telling each other stories. Only now those stories can travel around the planet in seconds.

According to Nas’s own company, his network has approximately 68 million followers and more than 20 billion views. Think about those numbers for a moment. Sixty-eight million followers. That is not simply an audience. That is a country. And now Nas has decided to use that storytelling machine to tell the story of Israel.

I believe this could become one of the most important social-media projects about Israel being produced today. And to understand why, we first have to understand Nas himself.

THE GENIUS OF THE HOOK

Anyone who works in marketing knows the problem. You may have the greatest product in the world. You may have the most important message in the world. You may even possess the truth. It doesn’t matter if nobody stops to listen.

That is the brutal reality of modern communication. Before you can convince someone, you have to get their attention. Nas mastered that problem years ago.

He doesn’t approach storytelling like a lecturer. He approaches it like a filmmaker and a marketer. What is the hook? Why should I stop scrolling? What is unusual here? What is the problem? Who is experiencing it? What is at stake? And what will I discover if I stay until the end?

That structure is hidden underneath countless Nas Daily videos: hook, story, pain point, journey, discovery, solution and payoff.

He takes complicated subjects and reduces them to their human essence. That is not “dumbing down” a story. It is an extraordinarily sophisticated form of communication. And Israel desperately needs it.

BECAUSE ISRAEL HAS BEEN LOSING THE STORYTELLING WAR

Israel has facts. Israel has spokespeople. Israel has government ministries. Israel has press conferences. Israel has reports. Israel has statistics. What Israel........

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