To Persuade People, Tell Them a Story

To Persuade People, Tell Them a Story Wall Street Journal (New York, NY), November 9, 2013 Summary: 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 market research, Mr.…