Jennifer Aaker: The Power of Story

Stanford GSB Professor Jennifer Aaker discusses the importance of stories, and how they can be used as a tool to persuade and shape how others see you. Studies show that we are wired to remember stories much more than data, facts, and figures. How can harnessing the power of stories enable you to be more persuasive and move people to action? This Stanford GSB Spring Reunion keynote was recorded on April 29, 2016.