Dave Lakhani - Subliminal Persuasion

torytelling is one of our oldest forms of communication. It is a way that ideas and information have been transferred person to person for thousands of years before radio, television and other mass media and now via those tools. It holds one of the most important keys to persuasion and mass influence that you can possess. Once you understand how storytelling works you have at your disposal the one tool that slips in under people's conscious radar and impacts them deeply. It is the basis for movies, marketing, advertising, negotiation, religion, propaganda and more.

Joseph Campell popularized the term Monomyth (often referred to as The Hero's Journey) which he took from James Joyce's book Finnegans Wake (It is correct, Finnegans has no apostrophe). This basic narrative structure appears in all cultures and is described by Campbell in the introduction to his seminal work on the subject The Hero With A Thousand Faces like this:

"A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: the hero comes back from this mysterious adventure with the power to bestow boons on his fellow man."


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