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The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business | 
 enlarge | Authors: Richard Maxwell, Robert Dickman
Publisher: Collins Business
Category: Book
List Price: $19.95
Buy New: $5.75
You Save: $14.20 (71%)
New (37) Used (12) from $5.51
Avg. Customer Rating:  23 reviews
Sales Rank: 89616
Media: Hardcover
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 0.4
Dimensions (in): 7.2 x 5.3 x 1
ISBN: 0061179035
Dewey Decimal Number: 658.85
EAN: 9780061179037
ASIN: 0061179035
Publication Date: August 14, 2007
Availability: Usually ships in 1-2 business days
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Shipping: International shipping available
Condition: GREAT Bargain Book Deal - like new, some may have small remainder mark - Ships out by NEXT Business Day - Over ONE MILLION Amazon orders filled - 100% Satisfaction Guarantee!
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Product Description
"Every great leader is a great storyteller," says Harvard University psychologist Howard Gardner. According to master storytellers Richard Maxwell and Robert Dickman, storytelling is a lot like running. Everyone knows how to do it, but few of us ever break the four-minute mile. What separates the great runners from the rest? The greats know not only how to hit every stride, but how every muscle fits together in that stride so that no effort is wasted and their goals are achieved. World-class runners know how to run from the inside out. World-class leaders know how to tell a story from the inside out. In The Elements of Persuasion, Maxwell and Dickman teach you how to tell stories too. They show you how storytelling relates to every industry and how anyone can benefit from its power. Maxwell and Dickman use their experiences—both in the entertainment industry and as corporate consultants—to deliver a formula for winning stories. All successful stories have five basic components: the passion with which the story is told, a hero who leads us through the story and allows us to see it through his or her eyes, an antagonist or obstacle that the hero must overcome, a moment of awareness that allows the hero to prevail, and the transformation in the hero and in the world that naturally results. Let's face it: leading is a lot more fun than following. Even if you never want to be a CEO or to change the world, you do want to have control over your own work and your own ideas. Ultimately, that is what the power of storytelling can give you.
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| Customer Reviews: Read 18 more reviews...
 Exceptionally well-written business storytelling insights revealed May 30, 2008
In my quest for learning how to communicate better in business, I found this book and am thrilled with the consultative, practical insights shared by the authors. Very effective in using stories to communicate key points (as in Ritz and others) as well as specific strategies, this book reveals many practical business leadership skill "how to" tactics that any of us in executive or entrepreneurial roles will find useful.
One of the better-written, thoughtful and useful books I've read all year. Superb job on it - highly recommended.
-ken calhoun
The Case for Storytelling as a Business-Critical Skill March 28, 2008
Most of us would probably not identify storytelling as a business critical skill, and it is not likely to be found in the curriculum of business schools. But the authors are serious business consultants and have worked with some top-notch companies. Moreover, they don't just talk about storytelling, they practice what they preach. The book is filled with engaging, powerful stories about the impact leaders can have when they understand the power of a compelling story. They recount examples of leaders who have done this successfully, as well as some who did not - to the detriment of their shareholders.
Although this is a quick, entertaining read, it merits careful study. This is not simply a book of stories, it is a practical how-to for those struggling for a way to capture the importance of their mission, their vision, the potential of a new technology, or any other idea crucial to success. When you have finished, you will consider you critical messages in a new way, looking for the Passion, Hero, Antagonist, Awareness and Transformation that will embed your story in the listener's mind, and if successful, stir them to action. If you are a business leader, and especially if you are someone who sells products, ideas or concepts, this book belongs on your reading list.
Not all great business books are about strategy, execution, innovation, customer-focus or operational efficiency. This one is about a soft skill with hard impact. Highly recommended.
 Gotta love the acronym - PHAAT! January 8, 2008
0 out of 1 found this review helpful
Elements of Persuasion is well organized and engaging read supported by strong, relevant business examples and cutting edge scientific fact. It offers great insight into both the design and the mechanics of story; insights that are both cohesive and duplicatable. I know a number of the concepts from the book will become valuable assets to my own work in the corporate arena.
Politics January 2, 2008
1 out of 1 found this review helpful
Living in Washington, DC, I've been entertained for 35 years by our local brand of storytellers, aka "spin doctors." The choice of heroes and antagonists seems almost arbitrary, depending on whose asses need covering or whose coffers need filling on any given day. In this political setting, the 5-element story model espoused by Maxwell and Dickman presents sharp new tools for evaluating stories and honing the power of my own.
An Absolute Must Read November 21, 2007
3 out of 3 found this review helpful
A fool could quickly gloss through the Elements of Persuasion and not take much away from the book. But if you are at all curious about life, social interaction, and how the world really works, this book by Richard Maxwell and Robert Dickman takes it to a whole new level. As the authors wisely point out, "the human voice is by far the most powerful communication tool there is." The book basically recognizes the universal themes of stories, and how they effect our lives. You could take the newest released books from the marketing sector, non-profit sector, sales, throw them away, and just read the Elements of Persuasion. And specifically, from my point of view as a screenwriter/director, this book is extremely more forward thinking than most of the other screenplay, writing, and story concept books that I've read.
Maxwell and Dickman tell fascinating stories throughout, and explain in great detail how these stories relate to real world situations in many different areas. From studies of children being able to form stories before they can talk, to why we all love the TV show House, even though the lead character is "obsessive, narcissistic, and abusive." Quickly, you realize as you read that the most successful CEO's, philanthropists, and movie stars all have one thing in common; great stories. And this book brilliantly guides you down the path to discover your own story.
The Elements lets you glimpse into a world where every interaction you have, business decision you make, family member you visit, is a complex and revealing story. It is both fascinating to think in those terms, and wonderful to know that there are real-world applications for all kinds of stories. And just on a personal level, I would honestly love some friends and co-workers of mine to read this book cover to cover so they wouldn't bore me quite as much.
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