I read this book for a student organization I'm in at school, which is aimed at helping scientific researchers more effectively communicate about their subjects to the public. This book takes what seems to be a very innovative approach to this topic: namely, using Hollywood storytelling formulas to communicate about science. The authors--who run workshops on communication for business people and scientists--are extremely engaging and seem to have a very good grounding in both science and the art of storytelling (they pull heavily from Joseph Campbell and others). They talk about how everyone laughs at the stock stories like the heroes journey, but the reason they get used over and over again is because they work, and they're trying to show scientists how to put them to work to their advantage. They have some extremely useful tips and exercises about connecting (especially via emotions) with your audience, making sure you have a very firm grasp of the easiest-to-communicate, most basic version of your story, and how to make your story relatable (using, basically, those Hollywood formulas). I've become a much keener observer of how people give talks / story structure while reading this book, in ways that I think will be very beneficial to my career. It was also a lot of fun, with lots of interesting personal and scientific anecdotes.
Most of my problems with the book were organizational. The book is split into three major sections (one by each of the different authors) and while this mostly works out well, it occasionally leads to confusing structure, such as one author frequently referring to something but leaving it to the next author's section to actually define it or explain it in detail. And I'm a bit skeptical of some of their more "creative" ideas. There's a loot of emphasis on the last part on how improv training can help you communicate better, but I think outside of the authors' workshops (where they do a lot of this) this might be less actionable, if you will, for readers. Not everyone can pay to take improv classes (or is lucky enough to live in an area where they are offered). If they really want to get people to do improv, I think they could have offered some more resources for how to access it, or some alternatives. I think the group I'm working with is going to try some of the exercises they mention, so maybe my tune will change after that, but for now I am skeptical a) that it's actually that effective and b) of the authors for putting so much emphasis on something that might just not be logisitcally possible for a lot of the scientists reading the book.
Overall, though, this is a great book that I think has the potential to be really helpful. I would recommend it to scientists, but also to people who want to communicate better in other walks of life. It would probably also be fun (if a bit of an overview) for screenwriting buffs.