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In this highly anticipated follow-up to the 100,000 copy bestseller 'The Science of Storytelling', acclaimed story guru Will Storr shows you how to engage and influence your audience to create irresistible pitches, build rock solid brand loyalty, motivate teams and lead with charisma and authenticity. Using the latest findings from social psychology, evolutionary psychology, organisational psychology and neuroscience, it argues that we won't 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 Apple's legendary advertising successes (and long-forgotten fails) A STORY IS A DEAL lays out a revolutionary new method for creating the most persuasive messaging: by harnessing the power of our storytelling brains.