There is a raw energy in narrative and evolved leaders use story to empower people a catapult them to action. But we often look just upon the surface of a tale or anecdote without appreciate the story elements, like protons, electrons and neutrons, that power it. Until today's show. Our guest is Paul Skah,  who specializes in the "why" behind what really makes business storytelling work, and the actions you can encourage your audience to take through story marketing.  He knows how to engage the psychology of decision-making that nudges us to choose washing powder "A" over washing powder "B". This knowledge helps companies sell more, or sell the same products at higher price points. His expertise even ventures into the unknown world of AI and how that will impact our storytelling in the future, which he shares with us on this episode. Listen now to hear Paul's fascinating, scientific approach to brand and business storytelling, and some of the ideal elements formulated in "Goldilocks" conditions to help you craft and share stories that have real power to shape your universe (and your customers' purchase decisions). Become a Master Storyteller Grab your free copy of The 5 Stages of Grief in Telling YOUR Business Story: http://bit.ly/StorytellingTools Like what you hear? Bring Park to your next event. Plus, he shares three tests that ensure you have a good story. If you want to learn more from Paul, he's also the author of three best-selling books (as in "Marketing Book of the Year" best-selling) and a public speaker sharing his story wisdom all over the world. Three chapters of his upcoming book, Narratology, are available for free on his website.