How to harness the power of storytelling in your communications at work

Whether you're standing up in front of a crowd at a conference or chatting with a colleague on Zoom, storytelling is the most effective way to get your point across. It works in 90 second Superbowl TV spots, it works in 10 second social media formats, and it works in that email you have to fire off in 5 seconds flat. Why? The short answer is that people don't make decisions based on logic. They make decisions based on emotions. To persuade, influence and inspire, you need to make an emotional connection. And storytelling is the best way of doing that. Journalist-turned-business coach Mark Edwards has developed his own methodology - SUPERB - for telling compelling stories at work. From the classic Hero's Journey to why we all need to Save a Cat, Best Story Wins shows how storytelling will make better communicators of us all.

"PRAISE FOR PREVIOUS ECONOMIST EDGE TITLES: 'The most insightful book on branding of the last 20 years" - Alchemy: The Dark Art and Curious Science of Creating Magic in Brands

"A wonderful blend of academic insights and practical know-how" - The Choice Factory: 25 Behavioural Biases that Influence what We Buy