The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business
Richard Maxwell, Robert Dickman
"Every great leader is a great storyteller," says Harvard University psychologist Howard Gardner.
According to master storytellers Richard Maxwell and Robert Dickman, storytelling is a lot like running. Everyone knows how to do it, but few of us ever break the four-minute mile. What separates the great runners from the rest? The greats know not only how to hit every stride, but how every muscle fits together in that stride so that no effort is wasted and their goals are achieved. World-class runners know how to run from the inside out. World-class leaders know how to tell a story from the inside out.
In The Elements of Persuasion, Maxwell and Dickman teach you how to tell stories too. They show you how storytelling relates to every industry and how anyone can benefit from its power.
Maxwell and Dickman use their experiences—both in the entertainment industry and as corporate consultants—to deliver a formula for winning stories. All successful stories have five basic components: the passion with which the story is told, a hero who leads us through the story and allows us to see it through his or her eyes, an antagonist or obstacle that the hero must overcome, a moment of awareness that allows the hero to prevail, and the transformation in the hero and in the world that naturally results.
Let's face it: leading is a lot more fun than following. Even if you never want to be a CEO or to change the world, you do want to have control over your own work and your own ideas. Ultimately, that is what the power of storytelling can give you.
their battles. If there is no cure, don’t dwell on it, move on. It is better for you. It is better for your patient. If you start fiddling around with too many tests, you might make things worse. Three, the patient might not know she is sick, or might be too embarrassed to tell her doctor the details. This is one of the main things House means when he says, “Everyone lies.” So part of inventing the disease is telling doctors what physical symptoms to be looking for that patients might not even
markets itself as “ready when you are.” Its commercials show loving couples beginning to get intimate, then being interrupted by normal life—phone calls, friends arriving, grandkids coming over—but that’s OK, because Cialis will still be active a few hours later when they will have time to express their love. The enemy now isn’t being powerless, or even a lack of horsepower; it is the normal stressors of modern life. You’re not taking Cialis because you’re sick, or because you want to be a stud;
paranoia and anti-Semitism. How passionately he conveyed those emotions can be seen in the surviving films of his speeches. The story he told—that the Jews were responsible—compelled the German people to take actions that transformed the world into a living hell. Storytelling is innate in human beings, but it is in some respects a value-free process. Fortunately, there is a fail-safe. Those stories that produce destructive and negative actions tend to cannibalize the people who tell them. They
to look closely to see the differences. Viewers are challenged to find the skull that doesn’t fit. To do it, they need to start thinking like scientists: comparing differences in the location of nostrils, the size and curve of incisors, and the shape of the skull itself, looking to find the pattern underneath. When they do that, they quickly find the fox skull and deeply enjoy making the discovery. Putting people inside a discovery-containing space—making their experience of the museum creative
he would give a short speech, then do a little fund-raising. He made it a habit to always ask his hosts to take him someplace that was unique in the community on the afternoon before his talk. Truman’s house in Missouri. A Civil War battlefield in Georgia. Where wasn’t important. What mattered was that people knew it was local and unique. Then Tip would start his speech by talking about his trip to the local landmark, and what it had meant to him, and how seeing it had made him feel. It was a