I read a great article from Jonathan Gottschall, author of The Storytelling Animal, who says science backs up the long-held belief that story is the most powerful means of communicating a message. Here’s a snippet of the article.
In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival. In his book,Tell to Win, Peter Guber joins writers like Annette Simmons and Stephen Denning in evangelizing for the power of story in human affairs generally, and business in particular. Guber argues that humans simply aren’t moved to action by “data dumps,” dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion. The best way to emotionally connect other people to our agenda begins with “Once upon a time…”
Until recently we’ve only been able to speculate about the story’s persuasive effects. But over the last several decades psychology has begun a serious study of how the story affects the human mind. Results repeatedly show that our attitudes, fears, hopes, and values are strongly influenced by the story. In fact, fiction seems to be more effective in changing beliefs than writing that is specifically designed to persuade through argument and evidence.
Read the entire story: WHY STORYTELLING IS THE ULTIMATE WEAPON by Jonathan Gottschall