Pure information is one-dimensional and often lacks the ability to ensure the receiver of the accuracy of what is communicated. Since such computer-like data is really boring and does not form bridges to engagement. The solution is that you need something to satisfy the audience’s emotional intelligence, which means your information should become multidimensional in order to humanize the information. This is where your storytelling begins. As Annette Simmons writes: “An image says more than thousand words and a story says more than thousand assurances.”
Storytelling for understanding and memory
Paul J. Sak, founding director of the Center for Neuroeconomics Studies and a professor of economics, psychology, and management at Claremont Graduate University, his experimental research shows: “that character-driven stories with emotional content result in a better understanding of the key points a speaker wishes to make and enable better recall of these points weeks later. In terms of making impact, this blows the standard PowerPoint presentation to bits.” A good story with human(s) driving-force includes different hooks to make your whole audience actively involved in your information.
An organization’s DNA
An organization is really a story, its history, everyday life and future. To share this story in well-adapted packages is an important driving force for success, since it tells who you are, and gives your audience/stakeholders something unique to relate to, in an increasingly competitive world. And remember, an organization consists of its people involved, and what they actually do with its content, services and products etc. Professor Sak concludes: “When you want to motivate, persuade, or be remembered, start with a story of human struggle and eventual triumph. It will capture people’s hearts – by first attracting their brains.”