We already know "why" stories work. We love stories - we love to hear stories, love to tell stories, love to read them in books and love to watch them on television. The question is not "Why do stories work?" but "How do stories work?" Once you understand how stories work you use stories to build stronger business and personal relationships. Storytelling actually works on a biological level to attract and hold our attention. A good story propels a message or idea directly into our long-term memory. Practical Storytelling explains each component of a good story. It explains step-by-step the best way to create each of these components.