Fun. Smart. Accessible. Useful. Read this book. This is a book for everyone, not just sales people. I have never read a book that makes it clear how we acquire hold on to new information. The science behind why we respond so well to stories and how they influence our behaviour is fascinating. Yet the big thing for me is that Mike takes this science and makes it relatable, easy to understand and most importantly simple to apply to the actions we take in daily life. Also, I sometimes find that these books have one solid idea and drag it out to make a word count; not so here, everything has a use and serves a purpose. Written with humour, fun and an economy that I find genius.

Stefan Bramble 5, Stars Amazon AU