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The Hook by Richard Krevolin

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CHAPTER 7Storytelling Fundamentals and Prof. K.’s Three-Step Narrative Development Process

Do not despise the story. A lost gold coin is found by means of a penny candle; the deepest truth is found by means of a simple story.

—Ancient proverb

Let us now start to break stories down further. What types of business narratives are used on a daily basis with companies small and large? How many of these stories are consciously constructed and what are the fundamental rules behind these narratives? In this chapter, I hope to offer some answers to these and other questions relating to storytelling.

An interactive exercise

I begin most of my seminars with a little interactive exercise. So, now, I’d like to try it here with you. If you will indulge me ...

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