As a leader, you are a dealer in hope, Napoleon was quoted saying. For almost every marketing project, you want others to change. Customers. Colleagues. Clients. Perhaps people love your idea. Perhaps they are afraid. Your best bet: give people hope. You'll need more than a story—but a good story helps. Try and hit the heart and the head. Craft a story that people understand—easily.

Here is #17 of the 1-Minute Marketing Leader series.

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