Business Storytelling From Hype to Hack

The ultimate power of Story – the reason no other communication comes close – lies in the fact that at a subconscious level, we cannot fully differentiate between the real and the imagined.

science. A cursory search will return a plethora of articles and books on the subject, such as Story Proof: The Science Behind the Startling Power of Story by Kendall Haven and The Science of Storytelling by Will Storr.

In books such as The Storytelling Animal: How Stories Make Us Human by Jonathan Gottschall, there is copious research about how story sets us humans apart from animals. Even in our dreams, our subconscious is busy ordering events into narratives.

The Heath brothers came up with six factors that determine the ‘stickiness’ of an idea. To survive and thrive, messages need to be: - Simple - Unexpected - Concrete - Credible - Emotional - Stories

People don’t hear what you say. They hear what you make them think about. And how you make them feel.