Episode 89 - The science of stories with Dr Lynda Shaw

'Neuroscience is the future of business,' claims Dr Lynda Shaw, and once you've listen to her talk about how emotion drives our decisions and how being generous helps us be more effective, it's hard to argue.

She also reveals how when we tell stories, we create neurochemical connections between ourselves and our listeners, which build trust and connection. But how can you use that powerful effect when your listener isn't in the room with you, when you're writing a business book, for example? 

In the best traditions of The Extraordinary Business Book Club, this is a fascinating mix of rich information together with tips and ideas for making it work for you in practice and with a dash of the unexpected - this is the first mention of Coronation Street as a model for writing on this podcast or indeed any other, as far as I'm aware...