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Likeable Business: Why Today’s Consumers Demand More and How Leaders Can Deliver by Theresa Braun, Dave Kerpen

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CHAPTER 2

Storytelling

Tell, Don’t Sell

Storytelling is the most powerful way to put ideas into the world today.

—Robert McAfee Brown

I was at Andrew’s Diner in New York City one day in late 2005 with my then-recent fiancée, Carrie, when we began talking about our wedding. I wanted a large wedding—huge in fact, as I’ve always been a public guy and wanted to share my big day with as many people as possible. But New York weddings are really expensive. We both had had extensive experience working in marketing and promotions. And Carrie had a genius idea. So we decided to create a promotion around our wedding.

We’re both big baseball fans, and so we called up the Brooklyn Cyclones, a minor league New York Mets affiliate team, and pitched them the ...

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