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Leadership is persuasion

Stories have an emotional power to persuade that gives them the edge over pure logic. And as leaders, we are all about persuasion.

Persuasion is at the heart of leadership. We persuade employees to believe in our cause, to work smarter, and faster and more efficiently. We persuade our financiers to give us more money; we persuade customers to buy our product. Persuasion is what good leadership communication is all about, and stories are the most persuasive tool in the armoury.

There are other reaso...


It’s the rare slide presentation that can capture an audience’s imagination. A compelling story, on the other hand, can inspire team members and motivate them to take action. By learning to tell purposeful, persuasive stories, you have a powerful tool for engaging and inspiring your team.