The business case

Everything so far has been about why story works on a human being. This lesson is about what that is worth to a business, because storytelling is not a creative exercise you fit in around the real work. Used properly, it is one of the most practical tools you own.

Where story does its work

Look at where it operates.

Simon Sinek made the famous observation that people do not buy what you do, they buy why you do it. What he did not say loudly enough is that story is one of the few ways a why becomes felt as well as understood. You cannot bullet-point your way to belief.