A fascinating exploration of how to use the power of storytelling to create irresistible pitches, build passionate brand loyalty, motivate teams and lead with charisma. 'Will Storr is a genius' Rory Sutherland'A captivating and enlightening read . . Will Storr is an unusually talented and insightful writer' Adam Grant'Storr shares profound insights' Seth Godin'Whip smart, insightful and ridiculously entertaining' Jimmy Carr'Shows how storytelling is the key to success in business, politics and even personal relationships.' The Times ____________________________________________________ Storytelling is how we experience the world: the stories we tell form our identity, influence our relationships and change our behaviour. They also determine the products we buy, the leaders we follow and the brands we connect with, to extraordinary effect.Will Storr explains the cutting-edge psychology and neuroscience of storytelling - using fascinating examples ranging from Aztec rituals to Apple's legendary advertising successes - to demonstrate how you can use stories to engage and influence your audience.How can you create irresistible pitches, build brand loyalty, motivate teams and lead with charisma? Simply by telling the right story._____________________________________________________'Intensely original and powerfully practical' Jonah Berger'A fascinating insight into the human mind' Levinson Wood'A very clever book that makes the reader feel cleverer with every page' Daniel Finkelstein'Powerfully persuasive and urgently practical' Bruce Daisley'Will Storr has a unique ability to explain our social world in ways that would never otherwise occur' Jack Dee