Alfred P. Sloan, the former CEO of General Motors, presents a nice contrast. He was leading a group of high-level policy makers who seemed to have reached a consensus. “Gentlemen,” he said, “I take it we are all in complete agreement on the decision here. . . . Then I propose we postpone further discussion of this matter until our next meeting to give ourselves time to develop disagreement and perhaps gain some understanding of what the decision is all about.”

Herodotus, writing in the fifth century b.c., reported that the ancient Persians used a version of Sloan’s techniques to prevent groupthink. Whenever a group reached a decision while sober, they later reconsidered it while intoxicated.

Scientific research sheds new light on the mental phenomenon of pulling out. In his book, The Bond of Power, Joseph Chilton Pearce tells of the research of psychologist Burton White of Harvard’s Child Development Center. After finding that about one child in thirty is brilliant and happy, White did a great deal of research to determine what demographic or psychological characteristics distinguished those children. But the children came from a wide variety of backgrounds - rich and poor, small families and large, broken and stable homes, poorly and well-educated parents - and from all parts of the U.S. Finally, through extensive questioning, he determined that the brights and happy children had only one thing in common: All of them spent noticeable amounts of time staring peacefully and wordlessly into space.

Two psychologists quibbled. Amos Tversky and Eldar Shafir later published a paper proving that the “sure-thing principle” wasn’t always a sure thing. They uncovered situations where the mere existence of uncertainty seemed to alter how people made decisions—even when the uncertainty was irrelevant to the outcome, as with the businessman’s purchase.

The story’s power, then, is twofold: It provides simulation (knowledge about how to act) and inspiration (motivation to act). Note that both benefits, simulation and inspiration, are geared to generating action. In the last few chapters, we’ve seen that a credible idea makes people believe. An emotional idea makes people care. And in this chapter we’ll see that the right stories make people act.

Stories can almost single-handedly defeat the Curse of Knowledge. In fact, they naturally embody most of the SUCCESs framework. Stories are almost always Concrete. Most of them have Emotional and Unexpected elements. The hardest part of using stories effectively is making sure that they’re Simple—that they reflect your core message. It’s not enough to tell a great story; the story has to reflect your agenda. You don’t want a general lining up his troops before battle to tell a Connection plot story.

Stories have the amazing dual power to simulate and to inspire. And most of the time we don’t even have to use much creativity to harness these powers—we just need to be ready to spot the good ones that life generates every day.