Think about all the great leaders. Think about Obama. Think about Clinton. Think about Nelson Mandela. Think about all the people that we know who are very successful in business in politics and religion. What are they? They tell purposeful stories. They move people to action by aiming at the heart.
When I am getting ready to reason with a man I spend one-third of my time thinking about myself and what I am going to say and two-thirds about him and what he is going to say.