In a world of memos, business cases, and technical briefs, there's no shortage of fact-based messaging. But as behavioral economics shows, people mostly make decisions with their subconscious minds—the emotional parts of their brains. FACTS DON'T SELL. And that's where storytelling comes in. Understanding the psychology of storytelling lets you tap into your audiences' REAL mechanisms of decision-making, and can help you elevate your marketing, negotiation, business development, presentation skills, recruitment, and more. Whether you're looking to sway an audience of one or one million, and whether that audience is a patient, a jury, a board of directors, or a segment of your market... BEING ARMED WITH A GREAT STORY MEANS YOU CAN MAKE A BIGGER IMPACT.