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The Hook by Richard Krevolin

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CHAPTER 2Prof. K.’s Personal Brand Narrative

Memory is not a neutral act. Memory is an act of construction. We don’t remember all the facts; we remember a group of facts that are tied together in a story that makes sense of our reality.

—Rabbi Irwin Kula, as quoted in Making Light in Terezin

As this book is about storytelling, it wouldn’t be right if I went any further without sharing a personal story with you.

Once upon a time, there was a Hollywood screenwriter, storyteller, and script doctor (me) who started to notice that the principles that applied to fixing a story for the silver screen also applied to fixing a story for a CEO’s speech, a TV commercial, a business plan, a manager’s PowerPoint presentation, and a salesperson’s pitch. It ...

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