Chapter 2
Tell a Good Story
Using Personal Experiences to Inspire and Persuade
Storytelling is the most powerful way to put ideas into the world today.
—Robert McAfee Brown
All great leaders are great storytellers. And all great communicators understand the power of narrative. The ability to tell a good story is a crucial tool for anyone who wants to impact an audience or make a point in a compelling way. A good story will not only make your messages more memorable, it will also help you clarify meaning and illustrate a concept or idea. According to Jerome Bruner, one of the fathers of modern cognitive psychology, an audience is twenty times more likely to remember a fact if it is presented as part of a story that touches them emotionally. ...
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