Easily the most important book I've read in decades. I keep delaying a proper review to say how absolutely fantastic it is, so here's the gist: stories are so deeply ingrained in our mind that overrule everything else. If you hit the key ingredients of a good story (and they books explains what that is) you have the most chances to convey what you want to the reader/listener bypassing everything else. Even truth. Moreover, everything can be told in story form. I wish stories weren't so powerful to our mids, but they are. This book is also full of literature reviews for the scientific sources.