Breaking Down the Power of Storytelling

Studies have shown that there is, in fact, a science behind storytelling. You see, it all comes down to the brain. Our brains crave stories– in fact we crave them so much that we spend about a third of our lives day dreaming, only coming back to reality when we are engaged with a story in front of us. When our brains do encounter a narrative we actually “experience” the story as it is told to us– the parts of the brain that we would use if we were actually experiencing what we’re being told about become activated.

So let’s say I am telling you about my afternoon routine– when I come home from work, my fluffy white corgi always comes and attacks my knees with kisses because he is too short to jump up any further– your brain just “experienced” my silly white dog greeting you at the door. Your language, visual, sensational and emotional centers in your brain all just lit up. In fact, it almost exactly mirrored my brain’s activity while I was telling the story. This demonstrates the innate connection that storytelling cultivates. What this means is that stories are welcomed in our memory and are easier to recall or relate to than cold hard facts.

Storytelling enters the business world in a powerful way through good marketing. Putting your company’s history, goals and aspirations into a narrative to be shared is essential to building customer and audience connection. Telling any old story is not enough. You must capture the essence of your brand and share it through compelling story. That’s where marketing hits its sweet spot, and where you should want your company to be!