Storytelling has been used for centuries as a means to sway public opinion, influence behavior, and inspire change. Yet according to recent research, 98 percent of stories shared are ineffective, and one-third of all narratives are actually counterproductive to delivering the meaning intended by the teller. Author Kendall Haven contends that you can craft messages that will resonate effectively with your audience by learning and utilizing the science of story. Based on breakthroughs in the field