At the collision of Literature and Neuroscience, researchers are learning exactly why stories work better than facts at getting listeners in alignment.  Allison Kopnik describes this effort in last weekend’s Wall Street Journal.
This echoes a theme I laid out in three workshops last month:  Instead of giving facts and boring descriptions of your offerings features and benefits and hoping buyers “get it”, tell a story that shows how others have gained success or how the offering can help out in a tough situation.
Check it out.