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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 12The Storyteller's Toolbox

"From religion to philosophy, from alchemy to chemistry, from legend to history, the social organization of knowledge changes as a new elite comes in to challenge the old authorities. But this movement is not simply a linear and one-directional shift toward increasing rationalization and demystification; when the rational historian has come in to take away authority from the mystical and tribal bard, the artist has returned to create new forms of expression to resacrilize, re-enchant, remythologize."

—William Irwin Thompson

"Telling the proper stories is as if you were approaching the throne of heaven in a fiery chariot."

—Baal Shem Tov

"There have been great societies that did not use the wheel, but there ...

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