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Dr James McCabe is a pioneer in adopting classical story design from the world of arts to commerce. Classical storytellers such as dramatists, novelists and screenwriters are the professionals when it comes to human attention, because narrative is their only intellectual property. As the commercial world learns narrative IP rules in an attention economy, the opportunity exists for replacing rhetorical devices with narrative ones. Where rhetoric seeks to persuade, narrative seeks to involve - a much deeper connection involving not only hearts and minds but - uniquely - both hemispheres of the human brain. Storytellers know how to transform ideas into feelings so they live on in the audience around them. James is a master in transforming the authority, logic and proof of business rhetoric into the universal empathy, suspense and surprise now required to attract customers, investors, employees and the public. Your enterprise and your career exist between human attention and memory - two resources governed by the narrative faculty.