5 Ways The Science Of Storytelling Strengthens Businesses

Skillful and strategic storytelling is widely viewed as the most effective way to communicate information, inspire others to take action, and build relationships in ways that benefit businesses. The challenge is that not everyone knows how to tell a good story, which is why businesses invest in storytelling training.

The results of doing so include getting buy-in for new ideas and approaches, increasing sales, and having loyal employees and customers. But why is storytelling such a powerful business tool? Research into the science of storytelling provides fascinating insight.

1. Stories synchronize the listener’s brain with the storyteller’s brain.

Storytelling helps listeners understand the essence of and be open to what they are hearing including complex concepts and ideas, often in meaningful and personal ways. This is because when someone hears a story, their brain activity can mirror that of the storyteller’s – a phenomenon closely studied by psychology researcher Uri Hasson. Hasson contends that the storytelling-and-listening experience triggers neural mechanisms that improve comprehension and create anticipation, while also building trust, a critical component of positive business relationships.

2. Storytelling connects listeners to the storyteller emotionally.

When listeners are mentally transported into the world depicted within the story they’re hearing, it forms a connection between them and the storyteller through a process called “narrative transportation” according to Richard J. Gerrig, a psychology professor at Yale University. When experiencing narrative transportation, listeners create mental imagery relating to the story, become totally absorbed in listening to the story, and have an emotional reaction to the story.

A discovery by Paul Zak, a professor of economics, psychology, and management at Claremont Graduate University and founding director of the Center for Neuroeconomics Studies, provides insight into why narrative transportation occurs. He found that the neurochemical oxytocin, which enhances our ability to experience others’ emotions, is released in the brains of people who hear compelling, character-based stories.

3. Stories activate more areas of the brain than factual reporting.

When listening to a PowerPoint presentation, only the language processing parts of our brain, those where we decode words into meaning, are activated. When we are being presented with information couched within an interesting story, however, the language processing parts of our brain are activated along with areas of our brain that we’d use to experience elements of the story.

For example, if motion is being discussed, our motor cortex activates. If food or scents are being described, our sensory cortex engages. Essentially our brains respond to stories as if they were actually happening us. As a result, we tend to remember the details presented within them more accurately than if they had been delivered via PowerPoint. This finding is underscored by cognitive psychologist Jerome Bruner’s finding that when stories are used to communicate messages, they will be remembered up to22x more than facts alone.

4. Stories command human attention.

In today’s world of distractions, attention spans are dropping — from 12 seconds in 2000 to just 8 seconds in 2015, according to Consumer Insights Microsoft Canada. One of the most effective ways to stop mental meandering in its tracks within a business setting is to tell an interesting story that grabs listeners’ attention and ties back to key messages. Author Jonathan Gottschall says humans have approximately 100 daydreams per waking hour, but when focused on a good story, we experience approximately zero daydreams per hour.

5. Stories affect behavior.

As a pioneer “neuroeconomist,” Paul Zak draws on economic theory, experimental economics, neuroscience, endocrinology, and psychology to develop a comprehensive understanding of human decisions. He has shown that people are far more likely to donate to a cause after hearing an emotionally impactful story that is tied to it. This is further illustrated by a social experiment called Significant Objects, during which creative writers were asked to invent stories about $129 worth of items, which were then sold on eBay. As a result of the stories the writers crafted, the items sold for a total of over $8,000.

Strategic storytelling in business clearly has tremendous value. By helping target audiences relate to and empathize with the storyteller, well-told stories inspire audiences to care about the storyteller and register the messages he or she wishes to convey in a manner that no other communication method can match.

The following post was written by the Ariel Group.