The Business story is designed to trigger the listener to take an effective action. If it doesn't, the story fails.
Robert McKeeNight after night, through years of performing and directing, I've stood in awe of the audience, of its capacity for response. As if by magic, masks fall away, faces become vulnerable, receptive. Filmgoers do not defend their emotions, rather they open to the storyteller in ways even their lovers never know, welcoming laughter, tears, terror, rage, compassion, passion, love, hate--the ritual often exhausts them.
Robert McKee