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The Hook by Richard Krevolin

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CHAPTER 3Humans and Storytelling

You are not welcome until customers like you. And they won’t like you until they listen to you. And they won’t listen to you if you open your pitch with bulleted copy points of your product’s superiority.

—Luke Sullivan, Hey Whipple, Squeeze This

Like most people, I’ve loved stories since I was a young child. I remember looking forward to weekends when I could hide in the basement and read comic books and fantasy novels for hours upon hours and escape into the world of great storytellers.

However, it was only when I was working on my MFA in screen-writing that I really started to think deeply about the construction of narratives and their roles in our lives. This analytical study has tarnished a bit of the glossy ...

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