| Category: | |
|---|---|
| Author: | Don Yaeger |
| Publisher: | Forbes Books |
| Publication Date: | December 9, 2026 |
| Number of Pages: | 240 |
| ISBN-13: | 979-8887509334 |
| ASIN: | B0H126X8ZW |
Facts inform, but stories transform—and Don Yaeger has
spent a lifetime proving it.
The Business of Storytelling is Yaeger’s masterclass
on why storytelling is the most undervalued skill in business. The
thirteen-time New York Times bestselling author builds a persuasive thesis
drawing on decades of collaborations with icons such as Warrick Dunn, Michael
Jordan, Walter Payton, and Sports Illustrated. He argues that storytelling is
not an innate gift but a trainable skill, the “currency of kings and queens,”
and one that builds trust, inspires action, and drives measurable results. The
book is structured in three parts and explores four universal truths of
storytelling. The author underlines the facts that the story behind the story
is the story; great stories are human; storytelling is not a soft skill; and no
formula exists. He discusses the neuroscience of why stories work and provides ten
practical elements, from knowing your audience to landing the call to action.
What sets this book apart is that Yaeger practices what he
preaches. His stories about his prison visit with Dunn, scoring on Jordan
one-on-one, and the saga of Dick and Rick Hoyt aren't decorative; they're illustrations.
The Business of Storytelling develops consistent themes: authenticity
builds credibility, connection beats information, and every story must be of
service to the listener rather than the teller. Yaeger’s frameworks, such as the
“angel's cocktail” of brain chemistry, turn abstract ideas into usable tools. This
book is of immense value to salespeople, executives, entrepreneurs, and anyone who
presents, pitches, or persuades others to buy a product or accept an idea. The chapters
on dialogue, pauses, and openers will appeal even to seasoned speakers. Yaeger’s
annotated signature and candid FAQ seal the package, making this book equal
parts workbook and inspiration. The delivery is direct, brisk, and refreshingly
practical. So, if the anecdotes outshine the instruction, know it is a small
price for a guide this useful. You’ll understand why Simon Sinek calls Yaeger one
of the greatest storytellers of all time once you read this book.
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