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makes it all that much more important for lawyers representing businesses to engagethem in other ways.And clearly, there are ways to engage them, as Apple has proven. Apple’s business isbased on the high tech devices that are so often accused of being dehumanizing, butApple is one of the most popular companies in the world, particularly among that samegeneration that may be more narcissistic and less empathic than older generations. IfSteve Jobs and Tim Cook can inspire empathy and enthusiasm for Apple, there isreason to think we can find a representative who will do it for the businesses werepresent as well.E. Tell a StoryOne of the best ways we engage people is by telling a story. The Bible is filled withparables for a reason. Most of us understand the power of stories intuitively, butlawyers too often forget about that power as we get absorbed in the details of ourcases. We shouldn’t. Uri Hasson, a neuroscientist at Princeton University, has beenusing brain scans to confirm how people respond to stories. In one study, his team“recorded the pattern of one person’s brain activity as she told a vivid personal story.Then someone else listened to the story on tape, and they recorded his brain activity.”They found “the two brain patterns showed a remarkable degree of correlation. Thestory teller … had literally gotten into the listener’s brain and … made [it] match herown.” 8383 Alison Gopnik, “Want a Mind Meld? Tell a Compelling Story,” Wall Street Journal (April 5-6, 2014).38