To Persuade People, Tell Them a Story

Narrative Is a Powerful Way to Get a Message Across.

Paul Smith had 20 minutes to sell the CEO of Procter & Gamble, and his team of managers, on new market-research techniques for which Mr. Smith’s department wanted funding. As associate director of P&G’s PG +0.66% market research, Mr. Smith had spent three weeks assembling a concise pitch with more than 30 PowerPoint slides.

On the day of the meeting, CEO A.G. Lafley entered the room, greeted everybody and turned his back to the screen. He then stared intently at Mr. Smith throughout the entire presentation, not once turning to look at a slide.

By
Dennis Nishi

Full Story: http://online.wsj.com/news/articles/SB10001424052702303482504579177651982683162