Beowulf: an education in the art of storytelling. Actually, the ingredients of a story have not changed much since Beowulf. There is a protagonist. The protagonist tries to achieve something. There is difficulty along the way. And then there is a resolution from which some lesson or meaning might be discerned. As my brilliant former client Javier Sanchez Lamelas of Coca-Cola says, “storytelling allows you to say things you cannot otherwise say”. In the digital age, our means to tell stories has expanded infinitely. Beowulf was recited; Oliver Twist was serialized in a weekly magazine. Our stories can be made available at any time, in any form, over any sequence. All they have to do is reward people. How? Dopamine – the neurotransmitter we met in the last chapter that is released when we experience pleasure – makes us feel good. It is both a reward but it also anticipates reward, which is why we enjoy stories so much. We are just curious as to