How influential is the back story?

I’m visiting a horseracing stables this morning as part of an open morning initiative by a body promoting the racehorse ownership in Ireland.

I am visiting Gavin Cromwell’s yard in Navan and am looking forward to it.

The morning session is scheduled to last three hours and we get to see the horses galloping, ask questions, see the stable stars, and, presumably, make enquiries about becoming a member of a horse racing syndicate.

I have put my name down to visit another yard next week on the Curragh and that trainer’s story is completely different from Gavin Cromwell’s.

It is amazing how your choice between two individuals offering the same product or service can be influenced by their story. Their origin and back story, I mean.

So, let’s wait and see and see which one I would be inclined to plump for, after meeting both and hearing their respective stories.