Robert Dickman and Richard Maxwell are the authors Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster, and Win More Business, The book discusses how individuals and organizations can learn to use the five central elements of storytelling to become more successful. It connects those elements to recent breakthroughs in brain science. The primary focus is to help leaders understand that if they want to lead they need to first convince someone to follow them. Richard Maxwell explains, "The best way to do that is to tell them a story that has real meaning. Think Abraham Lincoln." Mr. Dickman stresses, "Storytelling works. It's a powerful communication tool. But it isn't hypnosis and it isn't magic. It is not like the scene in Star Wars where Obi-Wan persuades the Troopers to let him pass with just a few words and a wave of his hand. What storytelling is, is a powerful means to touch people's hearts and minds."