"There are two ways to persuade people. The first is by using the conventional rethoric, which is what most executives are trained in. It's an intellectual process, and in the business world it usually consists of a Power Point presentation in which you say 'Here is our company's biggest challenge, and here is what we need to do to prosper'. And you build your case by giving statistics and facts and quotes from authorities. But there are two problems with rethoric. First, the people you're talking to have their own set of authorities, statistics and experiences. While you're trying to persuade them, they are arguing with in their heads. Second if you do succeed in persuading them, you've done so only on an intellectual basis. That's not good enough, because people are not inspired to act by reason alone. The other way to persuade people - and ultimately a much more powerful way - is by uniting an idea with an emotion. The best way to do this is by telling a compelling story."
-- Robert McKee, "Storytelling That Moves People" in HBR
"The media environment has become more fragmented, and advertising and marketing executives must be able to use a broader array of tools - from social media to branded entertainment - to reach target audiences (...) This is an industry with a constant learning curve, and staying relevant means being adaptable." 
"I think of the people when they're on their sofas watching the telly. I want to do it in a way that's fair - I'm selling you this, but in exchange I'll give you this minute of colour amd hypnotising music."
