Please note: Robert McKee was a bit of a hero to me as I was learning the craft of screenwriting and storytelling. Although this article is a decade old, McKee’s thoughts — and his book — stand the test of time.
Storytelling that moves people
Why is persuasion so difficult, and what can you do to set people on fire? In search of answers to those questions, HBR senior editor Bronwyn Fryer paid a visit to Robert McKee, the world’s best-known and most respected screenwriting lecturer, at his home in Los Angeles. […] Persuasion is the centerpiece of business activity […] Why is persuasion so difficult, and what can you do to set people on fire?