I just read a book about writing science proposals. You would think that writing a proposal intended for an audience of scientists the advice would be 'stick to the facts' and make a 'scientific' argument. Yes, sort of. But it turns out that if you want to convince people of the importance of your idea, you need to invoke emotion and the best way to do this is with a compelling story. So to convince people, even scientists, of the importance of any idea the best way to do it is to use a good story.

Interesting, and not obvious to me. Though I'd guess standard knowledge for people in marketing and sales.