“Every great leader is a great storyteller,” says Harvard Psychologist Howard Gardner.

According to master storytellers Richard Maxwell and Robert Dickman, storytelling is a lot like running. Everyone knows how to do it, but few of us ever break a four-minute mile. What separates the great runner from the rest? The greats know how to hit every stride, how every muscle fits together in that stride so that no effort is wasted and the goal is achieved. World class runners know how to run from the inside out. World Class leaders know how to tell a story from the inside out.

In The Elements of Persuasion, master storytellers Dickman and Maxwell teach you how to tell stories too. They show you how storytelling relates to every industry, and how just about anyone can benefit from its power.

Maxwell and Dickman use their experience – both 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.

Let’s face it; leading is a lot more fun than following. Even if you never want to be a CEO or to change the world, you do want to have control over your own work and your own ideas. Ultimately that is what the power of story can give you.

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