The Science of Storytelling

I came across this when strolling in Foyles Charing Cross, I rarely buy hardbacks but after reading a few pages in the bookshop I just couldn't say no to it. Such a fresh take in storytelling, this isn't a how-to guide, or formulas, but in-depth principles of storytelling in general. But once you have the basic understanding, all kinds of stories start to become clear how they are constructed and why they work.