in cinema arts at the University of Michigan. An award-winning writer and director, McKee moved to California after studying for his Ph.D. Why is persuasion so difficult, and what can you do to set people on fire? In search of answers to those questions, HBR senior editor Bronwyn Fryer paid a visit to Robert McKee, the world’s best-known and most respected screenwriting lecturer, at his home in Los Angeles. Even the most carefully researched and considered efforts are routinely greeted with cynicism, lassitude, or outright dismissal.
Too often, they get lost in the accoutrements of companyspeak: PowerPoint slides, dry memos, and hyperbolic missives from the corporate communications department. But despite the critical importance of persuasion, most executives struggle to communicate, let alone inspire. Customers must be convinced to buy your company’s products or services, employees and colleagues to go along with a new strategic plan or reorganization, investors to buy (or not to sell) your stock, and partners to sign the next deal. Persuasion is the centerpiece of business activity.
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