Selling a financial product? Making a presentation on your financial performance? You won't persuade anybody with a number. As professors Kahneman and Tversky proved many decades ago, numbers and values are surprisingly unconvincing. What everyone craves is a story.
Read MoreFor brands and for nations, stories change everything. Tolstoy’s War and Peace (with its innumerable film and TV treatments, this one starring Lily James) helped create the meaning of what it means to be Russian. The great enemy being the "rational" West. The great hero being the "spiritual" Russian. A superb example of how the structure of stories affects a culture.
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