We are all sales people, spending 40% of every day trying to influence what people think, say and do. And nobody knows how to do that better than ad agencies. What’s their secret? Brand storytelling. How’s it work? Find out, in this incredible interview with advertising guru Lance Saunders.

As the former President and COO of DDB - Canada’s top agency - Lance has over 30 years of experience creating award-winning campaigns across iconic global brands that include Coca Cola, Pepsi, Netflix, VW, Nordstrom and Heinz. But what’s really cool about Lance is that his expertise goes way beyond his street smarts - he also brings a rich understanding of the psychology and behaviorial science that drive our decisions to his story work.

In this episode, Lance gives us a crash course in brand storytelling, updates us on the research that drives it and shares familiar examples that illustrate how big brands use stories to influence behaviour. (His references include the brilliant work of Daniel Kahneman and Donald B. Calne). Plus, he offers some practical tips to help everyday leaders find ways to start to shape and share their own brand stories to make change. If you need to influence others in your work or life in general, then this is essential listening. 

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