We all know that stories work. Great stories build rapport with clients and trust between colleagues. They attract investors, convince customers and make you and your business stand out in a world of boring presentations. This book explores the tips and techniques to transform you into a creative business storyteller. It teaches you the structure of stories and how to grab your audience's attention by targeting their feelings, actions and beliefs. You'll learn how the masters of influence—advertisers, psychologists, philosophers, film directors and novelists—appeal to our deepest emotions.