Using the latest findings from social psychology, evolutionary psychology, organisational psychology and neuroscience, this book argues that we wont unlock the true power of story if we treat it merely as something we read on a page, see on a screen or listen to a charismatic figure deliver in a speech. Storr shows how successful stories shape identities, which changes beliefs, drives action and achieves extraordinary results. With examples ranging from Aztec rituals to Apples legendary advertising successes (and long-forgotten fails), the book lays out a revolutionary new method for creating the most persuasive messaging - by harnessing the power of our storytelling brains.