The Elements of Persuasion

“What is a story? It’s a fact wrapped in an emotion that causes us to take action.…”

The Go-To Source

 Bob Dickman’s book, The Elements of Persuasion (HarperCollins 2007, co-authored with Richard Maxwell) has become the go-to source for leaders looking to increase their influence through storytelling. 

"Every great leader is a great storyteller," says Harvard University psychologist Howard Gardner. In The Elements of Persuasion, Maxwell and Dickman teach you how to tell stories that make people care. They show you how storytelling relates to every industry and how anyone can benefit from its power.

A Formula for Narratives That WORK

 Maxwell and Dickman use their experiences 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.

Story Drives Influence

 Whether you’re in the C-level suite or just starting out, if you want to have control over your own work and your own ideas—if you want to move people—you need to harness the power of effective narrative.

You can download the first chapter by filling out the form below and clicking on the download link provided upon submission, or buy the book from

Name *