Part 1: Why Storytelling Wins Every Time
CHAPTER 01 Why stories work 08
CHAPTER 02 Feelings, actions and beliefs 13
CHAPTER 03 Psychology, persuasion,
presentation, story 22
CHAPTER 04 Your audience comes first 34
CHAPTER 05 Removing the barriers to
communication 46
Part 2: How to Build a Story
CHAPTER 06 Make structure your
superpower 56
CHAPTER 07 We can all be heroes 66
CHAPTER 08 Creativity hides in plain sight 73
CHAPTER 09 Classic stories to have in your
back pocket 80
CHAPTER 10 The elements of amazing
storytelling 91
Part 3: How to Be a Fantastic Storyteller
CHAPTER 11 Finding your storytelling voice 104
CHAPTER 12 What is flow, and why does it
feel so damn good? 112
CHAPTER 13 Creating your ideal conditions 120
CHAPTER 14 Ways to improve your
writing style 128
CHAPTER 15 Polish that diamond 136
Part 4: What We Learn from the Masters
CHAPTER 16 Ethos, pathos and logos 146
CHAPTER 17 Reading for fun and for profit 155
CHAPTER 18 Turning dull data into
exciting stories 165
CHAPTER 19 Grab ’em with headlines
and loglines 175
CHAPTER 20 Where to now? 184
Index 189
Thanks and Acknowledgements 192

We all know that stories work. Great stories build rapport with clients and trust between colleagues. They attract investors, convince customers and make you and your business stand out in a world of boring presentations.
This book explores the tips and techniques to transform you into a creative business storyteller. It teaches you the structure of stories and how to grab your audience's attention by targeting their feelings, actions and beliefs. You'll learn how the masters of influence--advertisers, psychologists, philosophers, film directors and novelists--appeal to our deepest emotions.

From writing a persuasive pitch for a new product to turning dull data into exciting tales, this book will give you the tools to spread your message with style, originality and success.