The spirit of craftsmanship is outdated; modern society rewards the spirit of directing. For a long time, the spirit of craftsmanship has been praised. It means adhering to and refining skills, creating differentiation through practice and accumulated time, which matched the productivity levels of agricultural and early industrial societies. At that time, technical levels were low, and resource flow was slow, making human skills scarce. Without the backing of capital and technology, the pursuit of extreme craftsmanship was encouraged and rewarded. Now, as we enter an era of technological explosion, information overload, and scarce attention, the spirit of craftsmanship has begun to falter. Today, society encourages those with a directing spirit. What is the spirit of directing? It means how strong your abilities are doesn't matter; what matters is your storytelling ability. Just look at many high-grossing directors, including but not limited to Guo Jingming, Han Han, and Jia Ling; how many of them have made movies before? They simply know how to integrate resources and tell stories. Learning to construct narratives and integrate resources is currently the most scarce and valuable skill. Strength is 1, and narrative is a string of 0s that follows; strength alone is not enough, but without narrative, strength cannot be amplified. Telling stories is not a derogatory term; storytelling is not about fabrication or exaggeration but rather 'meaning construction'—translating your intrinsic value through a 'narrative grammar' that others can understand and resonate with, embedding it into a larger social value network. Those top figures in science and business are all masters of storytelling. On October 21, 1879, Edison publicly demonstrated the incandescent lamp with a carbonized sewing thread filament, which shone for 13.5 hours, showing the world a story of a 'bright future.' In fact, the concept of electric light already existed before Edison, but it was Edison who made the world remember and pay for the light bulb. Both Copernicus and Galileo had similar '1s'—the heliocentric model and observational evidence. However, Copernicus's 'De revolutionibus orbium coelestium' was profound and difficult to understand, more like an academic report for peers, with weak narrative ability and slow influence. Galileo, on the other hand, was a 'master storyteller.' He wrote in Italian rather than Latin, creating a dialogue titled 'Dialogue Concerning the Two Chief World Systems,' telling stories in a colloquial, vivid, and slightly provocative manner, allowing new ideas to penetrate the academic circle and reach the public, thus triggering a real scientific revolution. Modern business, needless to say, relies even more on storytelling. Apple's '1' is excellent industrial design and a smooth operating system. But its '0' is the narrative told by Jobs: 'Think Different,' 'Simplicity is Key,' etc. Users are purchasing not just a tool but an identity and value label. Through storytelling, Apple elevates its product from functional consumption to spiritual consumption. Brands like Lululemon and Arc'teryx are particularly good at storytelling; it's unclear whether their products are good or not, but none of them are cheap. Only Arc'teryx's story about setting off fireworks in the Himalayas backfired. In today's era of overcapacity and product homogeneity, the physical attributes of products (1) are becoming less and less differentiated. The main battlefield of competition has shifted to the psychological share constructed by narratives (0). Whoever can tell a more compelling story can occupy a more advantageous position in the consumer's mind. However, one must also be cautious; exaggerating can lead to failure, like what happened to Jia Yueting. Why is 'storytelling' so important today? Because technology is leveling the playing field of abilities. AI can help you write code and design, and many hard skills are increasingly becoming standard configurations. At this point, how you define problems, how you create visions, and how you touch people's hearts—this soft power, or 'directing ability'—becomes the real dividing line. Why do so many self-media bloggers package themselves as 'reverse attack experts' or 'mentors earning millions a year'? Are they really selling courses? No, they are selling the story and fantasy that 'you too can succeed like me.' Why is a Lululemon yoga pants so expensive? Is it just a pair of pants? No, it sells a whole lifestyle script of 'hot sweat life,' 'female community,' and 'sustainable fashion.' The clothes are similar, but the stories are unique. So how can ordinary people cultivate their directing abilities? First, never slack off on refining your '1': this is the source of your confidence and security. A narrative without strength is a castle in the air, destined to collapse. Secondly, think like a 'director': before taking action, consider 'what story do I want to tell?' 'What feelings and perceptions do I want the audience (colleagues, clients, society) to have?' Thirdly, consciously add '0s' to your '1': through writing, speaking, designing, and socializing, package your work results, personal traits, and ideal aspirations into a complete, engaging, and credible story to spread. Pure craftsmen may be assisted by AI. But those who can tell stories and identify demands will become irreplaceable leaders. $BNB $BTC $ETH