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How to Use Stories to Win Over Others

Studies show that we are wired to remember stories much more than data, facts, and figures. But when data and stories are used together, audiences can be deeply moved. Aaker demonstrates the importance of stories to persuade others and shape how they see you. You can use the magic of stories to be more persuasive, move people to action, and progress in your career. Visit for more content on the power of stories.

By Jennifer Aaker, Professor of Marketing at the Stanford Graduate School of Business

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