When it comes to telling a powerful story that sells, you need to tap into how your listeners’ brains are already working.

Storytelling is a powerful communication tool. It’s a way to build a memorable brand, create customer engagement, sell products and raise growth capital. Companies from Nike and Google to SAP and Cargill have professional storytellers on staff to leverage the power of stories–and some of those employees sit in the C-Suite as “chief storytelling officers.”

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