Top Highlights

• Unless it is true that you seek only personal gain, you must take time to tell them why you are there.
• It is not necessarily the physical properties of a yacht, fancy car, white teeth, or thin body that people want. What they truly want are the feelings and sensations that those things might bring them.
• They may say they think in objective, rational ways, but every important decision they make is based on interpreting objective data in terms of how it affects them and those they love. Decisions are always subjective.
• The language of the subjective is story. Story is how humans interpret things as good or bad, important or irrelevant, safe or dangerous, and who is “one of us” or “one of them.”
• you are the only person in the room using story as a tool, understand why and how people will resist this new tool. Be sensitive to people’s sincere desire to make good decisions. They’ve been trained for decades that emotions and anecdotal evidence is “bad.”