Building upon the winning ArrowHead principles in Kevan's first book, "The ArrowHead: Winning The Story War," he zeros in on the DNA of story, the LogLine and gives tools, principles and a framework to a topic that many talk about but few really understand. Kevan also builds on the story narrative with the same characters, and with the use of these LogLine tools shows how to use stories to increase your power to persuade others and yourself.