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Every leader faces this humbling truth: before audiences can be persuaded to your point of view, they must be motivated to listen to it. Bludgeoning them with facts and figures won't help, nor will numbing them with corporate credentials. Instead, try the most basic form of communication - the story. While audiences cannot see themselves in raw numbers and bullet points, they can see their desires, fears, and concerns reflected in the plight of your story's 'hero'. In one rhetorical stroke, the right story establishes a context for your message and a framework for its elaboration and, most important, creates an empathetic connection between you and your audience. Find out how to tell an effective business story that will capture your audience's attention.