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The Hook by Richard Krevolin

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CHAPTER 1A New Story Vision

The bait has to taste good to the fish, not the fisherman.

—Anonymous

How do innovative leaders and companies hook their target markets? How do they educate, inspire, and sell their products, services, and overall brand? They craft resonant, emotionally moving stories that ignite real and positive transformation both inside and outside their companies.

Wait!

They do this by telling stories? C’mon, really? Stories? Aren’t they just something you read to kids to put them to sleep? And how do narratives relate to everything they teach in “B” school about cost-effectivity metrics and…

Yes, yes, yes, you can get an MBA and employ all the best metrics in the world, but if you can’t create an emotional connection with your ...

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