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1、StorytellingThatMovesPeople:AConversationwithScreenwritingCoachRobertMcKeeReprintr0306bJune2003HBRCaseStudyr0306aTheGlobalBrandFace-OffAnandP.RamanDifferentVoicer0306bStorytellingThatMovesPeople:AConversationwithScreenwritingCoachRobertMcKeeLeadershipandt
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4、ConversationwithScreenwritingCoachRobertMcKeeersuasionisthecenterpieceavisittoRobertMcKee,theworld’sbest-Pofbusinessactivity.Customersknownandmostrespectedscreenwrit-mustbeconvincedtobuyyouringlecturer,athishomeinLosAngeles.company’sproductsorservices,em-
5、Anaward-winningwriteranddirector,ForgetaboutPowerPointployeesandcolleaguestogoalongwithMcKeemovedtoCaliforniaafterstudy-andstatistics.Toinvolveanewstrategicplanorreorganization,ingforhisPh.D.incinemaartsattheinvestorstobuy(ornottosell)yourUniversityofMich
6、igan.Hethentaughtpeopleatthedeepeststock,andpartnerstosignthenextdeal.attheUniversityofSouthernCalifor-level,youneedstories.Butdespitethecriticalimportanceofnia’sSchoolofCinemaandTelevisionpersuasion,mostexecutivesstrugglebeforeforminghisowncompany,Two-Ho
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8、ngthem.drymemos,andhyperbolicmissivesandentertainmentexecutives.fromthecorporatecommunicationsMcKee’sstudentshavewritten,di-department.Eventhemostcarefullyrected,andproducedhundredsofhitresearchedandconsideredeffort