HERE’S A DISCONCERTING THOUGHT: marketers, politicians, and televangelists know more about story than most writers. This is because, by definition, they start with something writers often never even think about—the point their story will make. Armed with that knowledge, they then craft a tale in which every word, every image, every nuance leads directly to it. Look around your house. Chances are you bought just about everything you see (even Fido) because while you weren’t looking, a clever story snuck in and persuaded you to. It’s not that you’re easy to boss around, but a well-crafted story
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