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A Story is a Deal: How to use the science of storytelling to lead, motivate and persuade
A fascinating exploration of how to use the power of storytelling to create irresistible pitches, build passionate brand loyalty, motivate teams and lead with charisma.
'Will Storr is a genius' Rory Sutherland
'A captivating and enlightening read . . Will Storr is an unusually talented and insightful writer' Adam Grant
'Storr shares profound insights' Seth Godin
'Whip smart, insightful and ridiculously entertaining' Jimmy Carr
'Shows how storytelling is the key to success in business, politics and even personal relationships.' The Times
____________________________________________________
Using the latest findings from social psychology, evolutionary psychology, organisational psychology and neuroscience, A Story is a Deal argues that we won't unlock the true power of story if we treat it merely as something we read on a page, see on a screen or hear in a speech. Storr shows how successful stories shape identities, which changes beliefs, drives action and achieves extraordinary results.
With examples ranging from Aztec rituals to Apple's legendary advertising successes (and long-forgotten fails), A Story is a Deal lays out a revolutionary new method for creating the most persuasive by harnessing the power of our storytelling brains.
_____________________________________________________
'Intensely original and powerfully practical' Jonah Berger
'A fascinating insight into the human mind' Levinson Wood
'A very clever book that makes the reader feel cleverer with every page' Daniel Finkelstein
'Powerfully persuasive and urgently practical' Bruce Daisley
'Will Storr has a unique ability to explain our social world in ways that would never otherwise occur' Jack Dee
'Will Storr is a genius' Rory Sutherland
'A captivating and enlightening read . . Will Storr is an unusually talented and insightful writer' Adam Grant
'Storr shares profound insights' Seth Godin
'Whip smart, insightful and ridiculously entertaining' Jimmy Carr
'Shows how storytelling is the key to success in business, politics and even personal relationships.' The Times
____________________________________________________
Using the latest findings from social psychology, evolutionary psychology, organisational psychology and neuroscience, A Story is a Deal argues that we won't unlock the true power of story if we treat it merely as something we read on a page, see on a screen or hear in a speech. Storr shows how successful stories shape identities, which changes beliefs, drives action and achieves extraordinary results.
With examples ranging from Aztec rituals to Apple's legendary advertising successes (and long-forgotten fails), A Story is a Deal lays out a revolutionary new method for creating the most persuasive by harnessing the power of our storytelling brains.
_____________________________________________________
'Intensely original and powerfully practical' Jonah Berger
'A fascinating insight into the human mind' Levinson Wood
'A very clever book that makes the reader feel cleverer with every page' Daniel Finkelstein
'Powerfully persuasive and urgently practical' Bruce Daisley
'Will Storr has a unique ability to explain our social world in ways that would never otherwise occur' Jack Dee
- GenresBusinessNonfiction
363 pages, Kindle Edition
First published February 20, 2025
40 people are currently reading
205 people want to read
About the author
Will Storr
24听books622听followersWill Storr is a long-form journalist, novelist and reportage photographer. His features have appeared in The Guardian Weekend, The Telegraph Magazine, The Times Magazine, The Observer Magazine, The Sunday Times Style and GQ, and he is a contributing editor at Esquire. He has reported from the refugee camps of Africa, the war-torn departments of rural Colombia and the remote Aboriginal communities of Australia, and has been named New Journalist of the Year, Feature Writer of the Year and has won a National Press Club award for excellence. His critically acclaimed first book, Will Storr versus The Supernatural is published by Random House in the UK. The Hunger and the Howling of Killian Lone is his first novel.
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Displaying 1 - 4 of 4 reviews
March 21, 2025
Atomic Statements: These are highly condensed yet powerful expressions that convey deep meaning in just a few words. For example, an advertisement tagline like 鈥淪tay where the world can鈥檛 find you鈥� communicates an entire narrative about escapism, solitude, and peace of mind in just seven words. These statements work because they create intrigue, evoke emotion, and instantly connect with the audience.
To maximize their impact, atomic statements should be strategically placed at the beginning and end of a persuasive essay, speech, or marketing campaign. Opening with a strong statement captures attention immediately, while closing with one reinforces the core message and leaves a lasting impression on the audience, increasing recall and influence.
The Art of Vivid Description
Effective storytelling and persuasion rely on engaging all five senses鈥攕ight, sound, taste, touch, and smell鈥攖o immerse the audience in the experience. When people can see, hear, or even imagine smelling something described in words, they feel more emotionally engaged and invested in the story.
Just as we perceive the world in intricate detail, descriptions should be rich and vivid, allowing the audience to visualize and emotionally connect with the story. The more specific the imagery, the more memorable and compelling the story becomes. Using metaphors, similes, and analogies can further enhance the depth and impact of the narrative.
People make decisions based on emotion and justify them with logic. Stories that tap into deep emotions鈥攋oy, fear, anger, or nostalgia鈥攁re more likely to persuade and leave a meaningful impression.
Focusing on What Matters
When telling a story or persuading an audience, focusing on a single central idea is essential. Trying to convey too many points at once dilutes the message, weakens its impact, and risks losing the audience鈥檚 attention. A well-crafted story or argument revolves around one key theme that resonates throughout.
A story isn鈥檛 a full account of reality but a curated selection of key moments that paint a coherent and compelling picture. Every great story omits irrelevant details and highlights only what contributes to the overall impact. Choosing the right details ensures clarity, engagement, and memorability.
Status and Social Influence
Platforms like Facebook, Twitter, and Instagram operate on a status-based model. Users share accomplishments, purchases, and life events to reinforce their social standing. The introduction of the 鈥楲ike鈥� button capitalized on this psychological need for validation, triggering dopamine responses that keep users engaged. The more people seek approval, the more they stay active, reinforcing their role in social hierarchies.
Successful communities鈥攂oth online and offline鈥攖hrive on a shared vision, mission, or commonality. This fosters group identity and collective belonging, which strengthens bonds and increases engagement. Whether it鈥檚 a niche online forum, a corporate culture, or a fan base, shared reality builds loyalty and emotional investment.
In digital communication, status is subtly encoded. For example, iPhone鈥檚 distinction between blue (iMessage) and green (SMS) bubbles has contributed to social hierarchies, particularly among younger users. This seemingly small design choice reinforces in-group and out-group dynamics, influencing brand perception and consumer behavior.
Pricing and branding influence perceived quality. A $20 wine is often rated higher than a $10 wine, even if they are the same. Similarly, products from prestigious brands (e.g., Ray-Ban sunglasses) perform better in controlled tests, solely due to their reputation. People associate higher prices with superior quality, even when there鈥檚 no objective difference.
The Appeal of Underdogs and Overdogs
People admire those who overcome adversity through perseverance and grit. Underdogs symbolize resilience, determination, and the ability to defy the odds, making them highly relatable and worthy of support. Whether it鈥檚 an athlete, a startup company, or a character in a film, underdog stories captivate audiences and generate loyalty.
Those in positions of power or wealth can be perceived negatively unless they emphasize their struggles and humble beginnings. A compelling personal narrative that includes setbacks, challenges, or personal sacrifices helps bridge the relatability gap, making influential figures more likable and accessible.
Having an inflated sense of one鈥檚 own capabilities can be beneficial. Confidence enables individuals to persist through failures and setbacks, ultimately increasing their chances of success. Belief in oneself, even when unwarranted, can lead to greater achievements simply because it encourages perseverance.
Figures like Elon Musk and Taylor Swift exemplify how fame and status can lead to idolization. However, maintaining public favor requires balancing success with authenticity and audience engagement. The moment an overdog is perceived as detached or inauthentic, admiration can quickly turn into resentment.
The Power of Public Recognition
Acknowledging achievements in a public setting (e.g., social media, workplace meetings, award ceremonies) reinforces positive behaviors and motivates others to strive for similar success. Public recognition serves as a powerful reinforcement tool, encouraging excellence and inspiring ambition.
While public praise boosts morale, criticism should be handled with care. Addressing failures or mistakes privately helps maintain respect, fosters a supportive environment, and encourages individuals to improve without fear of humiliation or backlash.
The Formula for Effective Apologies
Four Key Principles:
1. Take Responsibility: Acknowledge the mistake without excuses. Owning up to an error builds credibility and trust.
2. Show Genuine Regret: Express authentic remorse rather than a scripted or insincere response. People can detect false apologies, and they often worsen the situation.
3. Explain the Mistake: Provide context to clarify what went wrong. Transparency fosters understanding and reduces suspicion.
4. Attempt to Repair: Offer a solution or corrective action. A sincere effort to fix the mistake demonstrates accountability and commitment to making amends.
Conclusion
Storytelling is a powerful tool in leadership, persuasion, and social influence. Whether crafting compelling statements, leveraging status dynamics, or reinforcing underdog narratives, understanding the psychology behind storytelling can enhance communication effectiveness.
Mastering these principles allows individuals to lead, motivate, and persuade more effectively in both personal and professional contexts. By refining the art of storytelling, we can shape perceptions, inspire change, and leave a lasting impact on those around us.
Book #8 in 2025 Book #439 of All Time
To maximize their impact, atomic statements should be strategically placed at the beginning and end of a persuasive essay, speech, or marketing campaign. Opening with a strong statement captures attention immediately, while closing with one reinforces the core message and leaves a lasting impression on the audience, increasing recall and influence.
The Art of Vivid Description
Effective storytelling and persuasion rely on engaging all five senses鈥攕ight, sound, taste, touch, and smell鈥攖o immerse the audience in the experience. When people can see, hear, or even imagine smelling something described in words, they feel more emotionally engaged and invested in the story.
Just as we perceive the world in intricate detail, descriptions should be rich and vivid, allowing the audience to visualize and emotionally connect with the story. The more specific the imagery, the more memorable and compelling the story becomes. Using metaphors, similes, and analogies can further enhance the depth and impact of the narrative.
People make decisions based on emotion and justify them with logic. Stories that tap into deep emotions鈥攋oy, fear, anger, or nostalgia鈥攁re more likely to persuade and leave a meaningful impression.
Focusing on What Matters
When telling a story or persuading an audience, focusing on a single central idea is essential. Trying to convey too many points at once dilutes the message, weakens its impact, and risks losing the audience鈥檚 attention. A well-crafted story or argument revolves around one key theme that resonates throughout.
A story isn鈥檛 a full account of reality but a curated selection of key moments that paint a coherent and compelling picture. Every great story omits irrelevant details and highlights only what contributes to the overall impact. Choosing the right details ensures clarity, engagement, and memorability.
Status and Social Influence
Platforms like Facebook, Twitter, and Instagram operate on a status-based model. Users share accomplishments, purchases, and life events to reinforce their social standing. The introduction of the 鈥楲ike鈥� button capitalized on this psychological need for validation, triggering dopamine responses that keep users engaged. The more people seek approval, the more they stay active, reinforcing their role in social hierarchies.
Successful communities鈥攂oth online and offline鈥攖hrive on a shared vision, mission, or commonality. This fosters group identity and collective belonging, which strengthens bonds and increases engagement. Whether it鈥檚 a niche online forum, a corporate culture, or a fan base, shared reality builds loyalty and emotional investment.
In digital communication, status is subtly encoded. For example, iPhone鈥檚 distinction between blue (iMessage) and green (SMS) bubbles has contributed to social hierarchies, particularly among younger users. This seemingly small design choice reinforces in-group and out-group dynamics, influencing brand perception and consumer behavior.
Pricing and branding influence perceived quality. A $20 wine is often rated higher than a $10 wine, even if they are the same. Similarly, products from prestigious brands (e.g., Ray-Ban sunglasses) perform better in controlled tests, solely due to their reputation. People associate higher prices with superior quality, even when there鈥檚 no objective difference.
The Appeal of Underdogs and Overdogs
People admire those who overcome adversity through perseverance and grit. Underdogs symbolize resilience, determination, and the ability to defy the odds, making them highly relatable and worthy of support. Whether it鈥檚 an athlete, a startup company, or a character in a film, underdog stories captivate audiences and generate loyalty.
Those in positions of power or wealth can be perceived negatively unless they emphasize their struggles and humble beginnings. A compelling personal narrative that includes setbacks, challenges, or personal sacrifices helps bridge the relatability gap, making influential figures more likable and accessible.
Having an inflated sense of one鈥檚 own capabilities can be beneficial. Confidence enables individuals to persist through failures and setbacks, ultimately increasing their chances of success. Belief in oneself, even when unwarranted, can lead to greater achievements simply because it encourages perseverance.
Figures like Elon Musk and Taylor Swift exemplify how fame and status can lead to idolization. However, maintaining public favor requires balancing success with authenticity and audience engagement. The moment an overdog is perceived as detached or inauthentic, admiration can quickly turn into resentment.
The Power of Public Recognition
Acknowledging achievements in a public setting (e.g., social media, workplace meetings, award ceremonies) reinforces positive behaviors and motivates others to strive for similar success. Public recognition serves as a powerful reinforcement tool, encouraging excellence and inspiring ambition.
While public praise boosts morale, criticism should be handled with care. Addressing failures or mistakes privately helps maintain respect, fosters a supportive environment, and encourages individuals to improve without fear of humiliation or backlash.
The Formula for Effective Apologies
Four Key Principles:
1. Take Responsibility: Acknowledge the mistake without excuses. Owning up to an error builds credibility and trust.
2. Show Genuine Regret: Express authentic remorse rather than a scripted or insincere response. People can detect false apologies, and they often worsen the situation.
3. Explain the Mistake: Provide context to clarify what went wrong. Transparency fosters understanding and reduces suspicion.
4. Attempt to Repair: Offer a solution or corrective action. A sincere effort to fix the mistake demonstrates accountability and commitment to making amends.
Conclusion
Storytelling is a powerful tool in leadership, persuasion, and social influence. Whether crafting compelling statements, leveraging status dynamics, or reinforcing underdog narratives, understanding the psychology behind storytelling can enhance communication effectiveness.
Mastering these principles allows individuals to lead, motivate, and persuade more effectively in both personal and professional contexts. By refining the art of storytelling, we can shape perceptions, inspire change, and leave a lasting impact on those around us.
Book #8 in 2025 Book #439 of All Time
March 3, 2025
I don鈥檛 know how Will Storr does it, but he continues to write some of my favorite non-fiction books of all time. I didn鈥檛 have high expectations of this book because I鈥檓 not a big fan of storytelling, but Will managed to blow my mind once again. In a sneaky way, this is almost an unofficial sequel to my favorite book by him, The Status Game.
In this book, Storr explains how storytelling is a part of how we evolved and how so much of human behavior can be explained by the stories we tell. Whether it鈥檚 our political affiliations or the things we buy, we鈥檙e telling a story about ourselves to the world. This book will help you understand yourself and others a lot more, and I can鈥檛 recommend it enough. I wouldn鈥檛 be surprised if I gave it another read by the end of the year.
In this book, Storr explains how storytelling is a part of how we evolved and how so much of human behavior can be explained by the stories we tell. Whether it鈥檚 our political affiliations or the things we buy, we鈥檙e telling a story about ourselves to the world. This book will help you understand yourself and others a lot more, and I can鈥檛 recommend it enough. I wouldn鈥檛 be surprised if I gave it another read by the end of the year.
March 5, 2025
I loved the book and learning more about story theory and its effect on individuals. In order to hear, and understand the narrator it required turning the volume up and reviewing several sections.
March 8, 2025
Good, I enjoyed the book.
Although, I feel this is an amalgamation of his two previous books plus a bit more.
Although, I feel this is an amalgamation of his two previous books plus a bit more.
Displaying 1 - 4 of 4 reviews
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