Here’s why storytelling works so well
“What do you stand for as a company? What impact are you making? What makes you different from your competitors?” Whether you are in an MT meeting, a sales meeting or a job interview: these kinds of questions are often asked. As a company, you need to be able to effectively convey your product or service (and associated story) to differentiate from your competitors. This is where storytelling comes in.
In this article, we answer the following questions:
- What is storytelling (in a business context)?
- What is the (scientifically proven) impact of storytelling?
- Why does storytelling play such an important role in change?
What is storytelling?
Prehistoric humans 20,000 years ago used cave paintings and stories to share knowledge, report dangers and instil social norms. These stories promoted cooperation and community, essential for our survival. Storytelling is a powerful communication tool, connecting individuals and creating a sense of belonging and identity. It allows you to really reach your audience and spur them into action.
Now you may be thinking: ”Isn’t storytelling more for a private setting?” You might think of a funny story during grandma’s birthday, or a well-argued story to convince your partner to change his holiday destination. But no, storytelling is actually very important in a business context. The trick is to combine personal and business storytelling.
The impact of personal elements
- Personal storytelling enables individuals to share their unique experiences, emotions and perspectives. Each story is personal and reflects the authenticity of the storyteller.
- In corporate storytelling, this is different. You aim to integrate a company’s values, mission and goals into a coherent narrative. The form can vary (written story, talking picture, animation) but consistency is crucial here. You want every employee to tell the same story to maintain a unified image.
What does science say about storytelling?
When listening to a good story, we experience it fully. Our brains simulate emotions, scenes and even described actions. Neuroscience shows that listening to facts and figures activates only two brain areas (understanding language and processing), while listening to stories activates five additional areas (movement, sound, touch, smell, colour and shape).
A well-constructed story stimulates the production of hormones that contribute to the audience’s emotional and physical response.
- Oxytocin, also known as the ‘love hormone’, is released when we are emotionally touched by a story. It promotes empathy, trust and connection and is stimulated by adding personal elements and vulnerability to a story.
- Dopamine, the ‘reward hormone’, is released when stories are exciting. It helps to hold attention and create memories. Visual triggers, such as vivid descriptions and talking pictures, stimulate the release of dopamine.
- Serotonin, the ‘happiness hormone’, creates confidence and positivity and contributes to a sense of happiness and well-being. It is released when stories contain recognisable elements.
- Cortisol, the stress hormone, is released when there is tension and conflict in stories. Although we often have negative associations with this hormone, a little tension and excitement increases your audience’s engagement and concentration.