Why do thousands of people line up outside department stores waiting for the doors to open on Boxing Day? The stock is the same as it was two days before, after all— what’s changed is the story the buyer gets to tell himself. You are in the story selling business, as much as you are…

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It feels risky to put the words story and selling side by side in the same sentence. ‘Selling’ someone on something has had a bad rap since the days of snake oil salesmen with their bogus claims, snappy taglines and half truths designed to make people buy more of the average this or that. Although…

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