Being true to yourself involves showing and sharing emotion. The spirit that motivates most great storytellers is 'I want you to feel what I feel,' and the effective narrative is designed to make this happen. That's how the information is bound to the experience and rendered unforgettable.

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.

In any situation that calls for you to persuade, convince or manage someone or a group of people to do something, the ability to tell a purposeful story will be your secret sauce.

Today everyone, whether they know it or not, is in the emotional transportation business. More and more, success is won by creating compelling stories that have the power to move people to action. Simply put, if you can’t tell it, you can’t sell it.

Are you motivated? Are you coherent? Is your intention aligned? Are your feet, tongue, heart and wallet congruent? That intention shines through.

When you want to move somebody, you have to say to yourself: 'I'm in the emotional transportation business. I gotta move them, emotionally.

Stories aren't the icing on the cake; they are the cake!