The psychology behind storytelling
From ancient cave paintings to modern-day Netflix binges, storytelling has always been an integral part of the human experience because we’re pre-wired for stories:
Neural coupling syncs the brain with a narrative which allows listeners to immerse themselves in a story.
If a character in a story is sprinting, our motor cortex lights up.
Stories release oxytocin (the bonding hormone). This heightens our emotional engagement and fosters empathy for the characters. It’s why stories inspire action.
To manage information overload, the brain filters new information.
When information is presented as a story our minds are more likely to engage and retain it.
Storytelling for Business
Business communication is boring. But it doesn’t have to be.
Dense slides packed with figures leave the audience confused. Decisions aren’t made, deals aren’t close and opportunity is lost.
People make decisions with emotion and then justify with logic.
When you make a rational case for why, it doesn’t work. But when you create an emotional case for why, it creates human connection.
But modern business communication is over-reliant on communicating value with data.
Storytelling in business is essential to build trust, create competitive advantage, encourage action, humanize a brand, explain benefits and build memories.
