NOTES

INTRODUCTION

1There is growing evidence for the neurobiological basis for the power of storytelling to make us remember and act. See for example Paul Zak, “Why Your Brain Loves Good Storytelling,” Harvard Business Review, October 28, 2014, https://hbr.org/2014/10/why-your-brain-loves-good-storytelling/ (accessed April 13, 2015).

2Robert McKee, Story: Substance, Structure, Style, and the Principles of Screenwriting, HarperCollins Publishers, New York, p. 28.

3Robert Cialdini, Influence: The Psychology of Persuasion, Harper Business, New York, 2006.

CHAPTER 1

1This story is based on the experience of an acquaintance, with key details disguised.

2Chip and Dan Heath, Switch, Crown Business, 2010. Note that the Heaths use an excellent analogy, ...

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