HBR Emotional Intelligence Ultimate Boxed Set (14 Books) (HBR Emotional Intelligence Series)

6

Storytelling That Moves People

An interview with Robert McKee by Bronwyn Fryer

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 company-speak: 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 ...