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All organizations need a story - one that informs every single business decision. Get the story right and you have a permanent resource for inspiration and also, grounding for when challenges arise. Lasting businesses do not dream up their narratives for PR purposes. Their stories are smart. They are their organizations' DNA. Taking into account emerging neuroscience around persuasion, real-life corporate case studies and current affairs, this class addresses the critical art of storytelling in building and growing a business.