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What’s Your Story?: Storytelling to Move Markets, Audiences, People, and Brands by Watts Wacker, Ryan Mathews

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Chapter 3The 10 Functions of Storytelling

Storytelling is both a simple and complex activity.

The first task of any storyteller is to make a connection with the audience. Success and failure are defined early in the game. Lose the audience, and it doesn't really matter how important your story is. Think about the difference between Al Gore, former vice president and presidential candidate, versus ...

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