In today’s episode, Nicola Barron is joined by Will Storr—an acclaimed journalist, bestselling author, and storytelling guru. Will is widely regarded as one of the leading experts on how stories shape human behaviour, decisions, and relationships.

In his latest book, A Story is a Deal, Will uncovers the hidden psychological contract between storytellers and their audiences. He explains why stories are so powerful, not just for entertainment, but for persuasion and connection. This episode is a must-listen for anyone who wants to understand how storytelling can change the way people think and act.

He’ll also be hosting a live online masterclass where he’ll share the storytelling techniques that can make your business messaging, presentations, and content stand out.

Don’t miss Will’s Masterclass:

Join Will for The Science of Storytelling for Business and Persuasion on February 20th—the same day A Story is a Deal is released! For more details, head to standard.co.uk/masterclasses.

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