'Neuroscience is the future of business,' claims Dr Lynda Shaw, and once you've listen to her talk about how emotion drives our decisions and how being generous helps us be more effective, it's hard to argue.
She also reveals how when we tell stories, we create neurochemical connections between ourselves and our listeners, which build trust and connection. But how can you use that powerful effect when your listener isn't in the room with you, when you're writing a business book, for example?
In the best traditions of The Extraordinary Business Book Club, this is a fascinating mix of rich information together with tips and ideas for making it work for you in practice and with a dash of the unexpected - this is the first mention of Coronation Street as a model for writing on this podcast or indeed any other, as far as I'm aware...
Matt Watkinson described Nigel Wilcockson, publishing director at Random House Business Books and his own editor, as the brains behind many of the best business books he'd ever read. Nigel is more modest about his role: 'a good editor is more like a mentor... there in the background to offer advice'.
But that advice can make all the difference. Business book authors are busy people, and while they may be used to writing blog posts or sales copy, a full-length book is a very different animal. Nigel helps his authors tackle issues such as structure and what he describes as 'short-breathedness', getting all your ideas across as quickly as possible.
This is a fascinating insight into the hard work that goes into making the world's best business books so deceptively easy to read. There are also invaluable tips for anyone thinking about pitching themselves and their book to the top business book publishers.
Something a bit different on this week's show. Meet Carol Wyer, blogger, author, and stand-up comedian.
'She know her audience so well,' Ben Cameron told me. 'She really taps into who her audience is and she has this ability to go out and do whatever it takes to promote her books.'
I trust Ben, so despite the fact I wasn't sure how useful this would be to my business-book-writing listeners, I interviewed Carol. And it turns out Ben was right: there is SO much good stuff here for Extraordinary Business Book Club listeners - on using humour effectively, on connecting with your readers, and on why it's ok if you hate your book right now.
Matt Locke tells a good story. He does, after all, run The Story conference, and his content studio Storythings helps businesses including Google and the BBC tell better stories. Right now he's fascinated by attention: how we measure it, and how it's changing.
In this episode we bring all that together. We discuss why stories are so important, how they work and how not to mess them up, and we talk about how attention is changing in the digital age and what that means for anyone creating content, particularly authors of books.
Intelligent listening, with a side order of practical inspiration.