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Business of Story

Apr 4, 2016

Robert McKee, Story Mentor and creator of the famous Storynomics and STORY Seminars, rejoins the Business of Story Podcast for a follow up episode bridging the worlds of Hollywood and business. 

The Business of Story is sponsored by ACT!, Convince & Convert, Emma, and Oracle.

  • ACT! helps individuals, small businesses, and sales teams organize prospect and customer details in just one place, ultimately driving sales. Visit and enter to win a pair of BOSE noise-cancelling headphones.
  • Emma helps marketers everywhere send smart, stylish email newsletters, promotions, and automated campaigns, and help us all rest a little easier knowing our marketing emailing is doing its job. Check out their newest publication at
  • Each day the team at Convince & Convert picks a topic and sends you the three best resources ever created about that topic. It's topical, it's timely, it's useful, so go to and subscribe to their email newsletter now.
  • Oracle Marketing Cloud offers an introduction to marketing automation, with tips that marketers need to automate and optimize.

In This Episode

  • The three fundamental techniques of persuasion: emotional persuasion, rational persuasion, and the combination of emotional/rational persuasion, story
  • The difference between implicit and explicit story
  • The intersection of meaning, truth, and moral
  • "Negaphobia," or the fear of all things negative
  • Changing your thinking from inductive to causal
  • How to win a free story consultation with Park Howell



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