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 http://actstory.com 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 Myemma.com/click. 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 definitivedigest.com 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 Resources McKeeStory.com Adaptation "Dialogue: The Art of Verbal Action for Page, Stage and Screen," by Robert McKee, coming out July 2016 "Story: Substance, Structure, Style and the Principles of Screenwriting," by Robert McKee Robert's Storynomics Seminars Red Bull Gives You Wings campaign Mr. Clean campaign Nike Just Do It campaign Siemens Answers campaign Starbucks campaign Women in Film   Visit http://bit.ly/BizofStory for more insights from your favorite storytellers.