What difference could you make if people hung on your every word, every time you spoke? How different would your world be if your marketing was more influential? And if you closed more sales and earned more commission, what would your life look like? The common factor between inspiring leaders, influential marketeers, and great sales people is that they inspire action in the people around them. How do they do this? By telling well-told stories. There is an element of art to a well-told story, but behind the art is a great deal of craft. And that means that it can be learned, practiced, and perfected. In this book you'll learn why storytelling is so powerful; how to structure your story for maximum impact; how to engage emotionally and create a connection with your audience; how to take your storytelling to the next level; how to collect stories; and how to ensure that storytelling permeates your entire organisation to shape its culture and perception. Using memorable stories, relatable examples, and step-by-step advice, this book is a comprehensive guide to move others in the direction you want them to go.