A good story

Storytelling has incredible power to influence our behaviour and decisions. Compelling stories actually alter our brain chemistry and emotions, as we live out tales alongside the protagonist(s), and relate the activities we’re hearing about to our personal life experiences.

But not all stories are potent enough to stimulate this effect…

Our brains are programmed to recognise patterns, and we like stories that contain familiar patterns because we use them to give meaning to our environment. Stories need certain key elements in order to resonate with and enthral us – the basic formula is a hero character that must overcome a challenge (or challenges) in pursuit of a goal. Without this structure, stories are not likely to interest us. 

Yet, when we hear a good story our brains change radically, showing neural activity in the areas that would be used if we were actually in the story ourselves.

So stories can influence our way of thinking, and what we do. When businesses tell their stories well they can increase sales by helping customers to clearly understand their product’s benefit (happy ending). Better yet, when companies consistently tell great stories they can build a brand identity that customers want to see themselves as being part of. This means repeat business and brand advocates that drive word of mouth referrals.