For me, the most striking example of the power and persuasion of storytelling is, itself, a story. Perhaps unsurprisingly, it’s in the form of a TV show: a scene from ABC drama Mad Men. Our hero, 1960s advertising creative director Don Draper, is asked to pitch for business with Kodak who are launching a new piece of kit – a wheel-like storage device for a slide projector. The brief is to communicate how revolutionary and exciting it is. I can’t do his pitch justice here,

Why Twitter may have reached its ceiling of users - and what that says about how the medium dictates the message. Sometimes, honesty isn’t the best policy. Just ask Twitter. In June 2015, after admitting that its user growth rate was slower than predicated, the Chief Exec ended up resigning the following day and just six weeks later share prices were at their lowest level in a year. And this, despite reporting revenues and earnings for the second quarter that were better t