The Poetry Society (Home Page).: poems and poets :. .: classic poetry, world's largest critical poetry forums, poetry links from everypoet.com :.Why Storytelling Is The Ultimate WeaponIn business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival. In his book, Tell to Win, Peter Guber joins writers like Annette Simmons and Stephen Denning in evangelizing for the power of story in human affairs generally, and business in particular. Plausible enough. I think it’s a real insight. Until recently we’ve only been able to speculate about story’s persuasive effects. What is going on here? And, in this, there is an important lesson about the molding power of story. This is exactly Guber’s point. Guber tells us that stories can also function as Trojan Horses. Guber’s book is relentlessly optimistic about the power of story to persuade. So there are two big lessons to take from Guber’s book and from the new science of storytelling. The new gospel of business storytelling offers a challenge to common views of human nature.