Sell on emotion, justify with logic? Yes, but … Stories teach us that emotions have a logic of their own. We may be irrational, unknowable creatures … But at least in stories, emotions must [...]

I remember when I first deadlifted a barbell. Before that moment, I hesitated to pick up the 12.5lb dumbbells at bootcamp classes. So when I heard the barbell is 20kg (44.4 pounds) without plates [...]

So the other day I was reading a book to my 4-year-old and I realized something strange: I want to know how this story ends. The storyteller had sunk his hook into me. So when it came time to [...]

Recently a writer wanted her copy critiqued for an email lead generation campaign. It was for a watch targeted to bodybuilders. The writing style was “upbeat and cheerful.” Hey, wait a minute. [...]

The latest Marvel blockbuster ‘Dr. Strange’ makes you believe in magic. To the tune of $653 million and counting. And one of the secrets of the believability is a little storytelling magic trick [...]

As an entrepreneur in the self-improvement world, you’re pouring a ton of blood, sweat and tears into your business on a daily basis… You’re creating life-changing products and [...]