Excerpt from a HBR interview with Robert McKee:
Persuasion is the centerpiece of business activity. Customers must be convinced to buy your company’s products or services, employees and colleagues to go along with a new strategic plan or reorganization, investors to buy (or not to sell) your stock, and partners to sign the next deal. But despite the critical importance of persuasion, most executives struggle to communicate, let alone inspire. Too often, they get lost in the accoutrements of companyspeak: PowerPoint slides, dry memos, and hyperbolic missives from the corporate communications department. Even the most carefully researched and considered efforts are routinely greeted with cynicism, lassitude, or outright dismissal. Why is persuasion so difficult, and what can you do to set people on fire?
To read the Harvard Business Review article, click Storytelling that moves people