The Elements of Persuasion

“Storytelling is key to almost all business communication. This book shows you how to do it right.” —Marshall Goldsmith, New York Times­bestselling author of What Got You Here Won’t Get You There

The Elements of Persuasion teaches you how to master the art of telling stories—a skill that can help you succeed in any industry or profession.

Richard Maxwell and Robert 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—whether you’re selling a product, inspiring a team, or building a vision for a better future.

“Powerfully documents the vital role stories play in how we conduct our daily business and our daily lives.” —James M. Kouzes, bestselling coauthor of The Leadership Challenge