Storytelling and the Art of Persuasion

Our columnist talks to author and executive coach Robert Dickman, coauthor of Elements of Persuasion, about telling your story and making sales

Robert Dickman is an executive coach who teaches about using stories and narrative strategies as they relate to corporate communication. I do a great deal of coaching myself and I have found his five story elements very useful for understanding why some leaders achieve long-term changes in behavior, while others do not. He and his partner, Richard Maxwell, both of whom have backgrounds in the entertainment business, have just written a book, Elements of Persuasion, that lays out their whole theory in a light, breezy style. I met with them recently. Here is an edited version of our conversation:

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