Human beings are strange creatures: they crave security but, as soon as they have it, they become bored. They get married, then have an affair. They buy your book, desperate for answers to their problems, and then put it down after five minutes.
Every book is a storybook. That includes your business book. Yes, we can convince with data, but we connect with stories. Stories hook our hearts. A book without stories is a rant, a lecture or a plea. A book that is underpinned by stories is a powerful bird. On its mighty wings, we soar high above the problems we face and see the patterns, like fields of colour below us. Then we swoop down to look more closely at them on a guided tour.