Week 4 looks at one of the most powerful influence tools you have – your ability to tell the right story at the right time for the right reasons. Stories provide two things that facts do not; context and emotion. The ability to contextualize your venture in your selling efforts is critical, and connecting to emotions drives decision-making. We will explore how stories do this and begin to build your tactical Story Matrix℠ to ensure that you have the right stories at your fingertips.