Whether you're standing up in front of a crowd at a conference or chatting with a colleague on Zoom, storytelling is the most effective way to get your point across. It works in 90 second Superbowl TV spots, it works in 10 second social media formats, and it works in that email you have to fire off in 5 seconds flat. Why? The short answer is that people don't make decisions based on logic. They make decisions based on emotions. To persuade, influence and inspire, you need to make an emotional connection. And storytelling is the best way of doing that. Journalist-turned-business coach Mark Edwards has developed his own methodology - SUPERB - for telling compelling stories at work. From the classic Hero's Journey to why we all need to Save a Cat, Best Story Wins shows how storytelling will make better communicators of us all.

PRAISE FOR PREVIOUS ECONOMIST EDGE TITLES: 'The most insightful book on branding of the last 20 years -- Rory Sutherland, Vice Chairman of Ogilvy and author * Alchemy: The Dark Art and Curious Science of Creating Magic in Brands *
A wonderful blend of academic insights and practical know-how -- Richard Shotton, author * The Choice Factory: 25 Behavioural Biases that Influence what We Buy *
In an era where innovation is like oxygen, this is a riveting read -- Gopi Kallayil, Google

Mark Edwards is a corporate speech writing coach who has helped his clients win over $10 billion's worth of new businesses pitches as a pitch doctor in the media, marketing and advertising industries. He began his career as a business journalist 25 years ago; for over two decades his writing appeared on a weekly basis in The Sunday Times. He is the co-author of Belonging: the key to transforming and maintaining diversity, inclusion and equality at work and the author of The Tao of Bowie: 10 lessons from David Bowie's life to help you live yours.