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Michigan University researchers sought to understand the ‘stickiness’ of stories – does factual or emotionally charged information provided ‘after the fact’ change how a story is told or re-told? Shawn and Mark discuss how a ‘better story’ might usurp an prevailing story (sometimes regardless of the truth).

Don’t get lax; keep up your level of focus. Listen to hear how a series of isolated decisions led to the crash of Alaska Airlines Flight 261.

When selling, think about the stories you are triggering for your prospects. Create situations that are remarkable, just like this car salesperson did.