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Lessons from the Top: How successful leaders tell stories to get ahead - and stay there by Gavin Esler

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7 A STAR Moment: From OsamaBin Laden to the London Olympics

In his opening remarks to the NHS conference I mentioned in Chapter 3, Alastair Campbell did something quite surprising which immediately caught the attention of everyone present. He said he was pleased I had introduced him as Tony Blair’s former spokesman because not all introductions had been so kind. Campbell joked that at a previous speaking engagement he had been introduced instead as the ‘most evil man’ in Britain. The audience laughed. They also paid close attention to everything Campbell said from that moment on. Telling a counter-story about himself was a very clever technique. It caught the audience’s imagination because it was not what we expected. The American presentation ...

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