The Sea We Swim InIn The Sea We Swim In, Frank Rose leads us to a new understanding of stories and their role in our lives. For decades, experts from many fieldspsychologists, economists, advertising and marketing executivesfailed to register the power of narrative. Scientists thought stories were frivolous. Economists were knee deep in theory. Marketers just wanted to cut to the sales pitch. Yet stories, not reasoning, are the key to persuasion. Whether we're aware of