This book turns our current knowledge about how to bring about personal or interpersonal change upside down. Using a comfortable style of conversational writing, Brad clearly presents his concepts of how the mind works, how stories work, and therefore, how change within the individual takes place.Sharing fascinating and entertaining stories from his own experience, Brad shares the importance of storytelling when the goal is changing lives. You will learn about creating stories and using them to help effect change in individuals and organizations. This skill is especially valuable in the fast-paced world where change is prevalent and the acceptance of it critical. Brad believes that we should be concerned about the individuals that make up our organizations. To this end, he shows how stories can help people deal with significant personal issues, issues that are impacting their day-to-day lives. This is Brad's most successful keynote. We're not surprised, changing attitudes is extremely difficult, much harder than changing behavior. Brad is one of very few speakers in the world that's even willing to attempt to show you how attitudes can be changed, and, probably, the only one who really knows how.