The number one business skill of the next decade is not what you think. Shane Snow, founder of Contently and journalist for Wired and Fast Company, says storytelling will be the key driver of 21st century business at both macro and micro levels — and he has the research to prove it. Why do twice as many people trust J.K. Rowling as a leader than the Queen? How do some brands steal and maintain massive market share in a few years, and how do even the most introverted employees manage to drive innovation and climb the ladder faster than others who’ve paid dues longer than them? The answer to all of these is the same: through the power of great stories.
In his signature blending of dramatic narrative and rigorous science, Snow shows why stories work at a neurological level, how both businesses at large and individuals who work in them can — and must — harness the power of story to build relationships and make people care like never before.