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KELLY SWANSON: Story Spinner

Creativity in Captivity

00:00

The Persuasion Principle

"I began to see patterns and I began to see a you, it, and them approach," he says. "What's really my gift is I can see five minutes of a story from a persuasion perspective" He uses the 'persuasion principle' to turn others into story-driven brand ambassadors. The principles may be harder for Walmart or Verizon than they are for other companies.

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