What's the story? #7– why storytelling will always be the key to building great brands. Psychopaths have a reputation for being cold, calculating and manipulative. But they can also be charming, charismatic and extraordinarily persuasive – often master storytellers – to get people to do what they want. Such personality traits don’t always get them into trouble, but can get them a long way – in the boardroom and the bedroom. In his book The Wisdom of Psychopaths, psychologist