About the Book

The authors make it clear that selling requires on central technique: good storytelling.

In The Elements of Persuasion, Maxwell and Dickman teach students how to tell stories too. They show them how storytelling relates to every industry and how they can benefit from its power.

Maxwell and Dickman use their experiences—both in the entertainment industry and as corporate consultants—to deliver a formula for winning stories. All successful stories have five basic components: the passion with which the story is told, a hero who leads us through the story and allows us to see it through his or her eyes, an antagonist or obstacle that the hero must overcome, a moment of awareness that allows the hero to prevail, and the transformation in the hero and in the world that naturally results.

Even if your students don’t aspire to be a CEO or to change the world, they do want to have control over their own work and lives. Ultimately, that is what the power of storytelling can give them.

Critical Praise

“The ability to persuade by spinning an intriguing narrative is an essential career skill.” — Newsweek

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Product Details

• ISBN: 9780061859861
• ISBN 10: 0061859869
• Imprint: HarperCollins e-books
• On Sale: 10/13/2009
• List Price: $12.99
• BISAC1 : PSYCHOLOGY / Social Psychology
• BISAC2 : SELF-HELP / Self-Management / Time Management
• BISAC3 : BUSINESS & ECONOMICS / General
• BISAC4 : BUSINESS & ECONOMICS / Leadership