Seema Yasmin, an epidemiologist and author of a new book, Viral BS, has a diagnosis: the pervasive, persuasive power of storytelling. And, as Yasmin notes, “The more fantastical, the better.” ...

But Jeffrey Pfeffer, a professor of organizational behaviour at the Stanford Graduate School of Business, considers the advice BS. So ... This is a provocative book, and after a weak start ...