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In this highly anticipated follow-up to the Sunday Times bestseller THE SCIENCE OF STORYTELLING, acclaimed story guru Will Storr shows you how to engage and influence your audience to create irresistible pitches, build rock solid brand loyalty, motivate teams and lead with charisma and authenticity. 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 messaging: by harnessing the power of our storytelling brains.

Stories mould who we are, from our character to our cultural identity. They drive us to act out our dreams and ambitions, and shape our politics and beliefs. We use them to construct our relationships, to keep order in our law courts, to interpret events in our newspapers and social media. Storytelling is an essential part of what makes us human.

What drives our political and moral beliefs? What makes us like some things and dislike others? What shapes how we behave, and misbehave, in a group? What makes you, you? For centuries, philosophers and scholars have described human behaviour in terms of sex, power and money. In The Status Game, best-selling author Will Storr radically turns this thinking on its head by arguing that it is our irrepressible craving for status that ultimately defines who we are.

How do master storytellers compel us? There have been many attempts to understand what makes a good story, but few have used a scientific approach. In The Science of Storytelling, Will Storr applies dazzling psychological research and cutting-edge neuroscience to our myths and archetypes to show how we can tell better stories, revealing, among other things, how storytellers - and also our brains - create worlds by being attuned to moments of unexpected change.

Why do obviously intelligent people believe things in spite of the evidence against them? Will Storr has travelled across the world to meet an extraordinary cast of modern heretics in order to answer this question. He goes on a tour of Holocaust sites with David Irving and a band of neo-Nazis, experiences his own murder during 'past-life regression' hypnosis, takes part in a mass homeopathic overdose, and investigates a new disease affecting tens of thousands of people - a disease that doesn't actually exist.

We live in the age of the individual. We are supposed to be slim, prosperous, happy, extroverted and popular. This is our culture's image of the perfect self. We see this person everywhere: in advertising, in the press, all over social media. We're told that to be this person, you just have to follow your dreams, that our potential is limitless, that we are the source of our own success. But this model of the perfect self can be extremely dangerous. People are suffering under the torture of this impossible fantasy.

We live in the age of the individual. We are supposed to be slim, prosperous, happy, extroverted and popular. This is our culture's image of the perfect self. We see this person everywhere: in advertising, in the press, all over social media. We're told that to be this person, you just have to follow your dreams, that our potential is limitless, that we are the source of our own success. But this model of the perfect self can be extremely dangerous. People are suffering under the torture of this impossible fantasy.

Why do obviously intelligent people believe things in spite of the evidence against them? Will Storr has travelled across the world to meet an extraordinary cast of modern heretics in order to answer this question. He goes on a tour of Holocaust sites with David Irving and a band of neo-Nazis, experiences his own murder during 'past-life regression' hypnosis, takes part in a mass homeopathic overdose, and investigates a new disease affecting tens of thousands of people - a disease that doesn't actually exist.

When Alexander Litvinenko set out for London's Millennium Hotel one November day in 2006, he already knew he was embroiled in a political conflict. The dissident Russian agent had, after all, fled Moscow to escape the wrath of Vladimir Putin and the country's feared security service. What he didn't realise was that the men he would drink with that afternoon were about to throw him into another battle: a brutal fight with a little-known but devastatingly toxic poison.