In a marketplace flooded with data and specs, marketing strategist Leo Vance argues that the oldest technology is still the most effective: the story. "The Story ROI" bridges the gap between literary theory and hard-nosed sales metrics. Vance demonstrates that "storytelling" isn't just a buzzword; it is the fundamental operating system of the human brain.The book dives into the neuroscience of "neural coupling," where a good story synchronizes the listener's brain with the teller's. Vance critiques modern corporate marketing for focusing on the "what" (features) rather than the "why"...