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How to Get People to Do Stuff: Master the art and science of persuasion and motivation by Susan Weinschenk

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4. The Power of Stories

No Idea in this book is more powerful than the idea of using stories to affect behavior. Everything we do is related to a story we have about who we are and how we relate to others. A lot of these stories are unconscious. Whether conscious or unconscious, our stories about ourselves deeply affect how we think and behave. If you can change someone’s story, you can change behavior.

I remember a moment many years ago when I was having a series of crises. I was 30 years old. A long-term relationship had just ended in a difficult way. I had moved to a new city where I did not know anyone. I had started a job I wasn’t sure I liked. I had rented a place to live that I couldn’t really afford, and I was sleeping on a mattress on ...

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