The strategic power of storytelling

“Facts,” I recall Jane Caro once saying on an episode of The Gruen Transfer, “never convinced anyone of anything.” She was pointing out that emotions are much more likely to guide people’s decision making, and in particular decisions about purchasing.

Stories generate emotions. Or at least good stories do. This article from HBR starts out with the example of a Superbowl ad which had no attention grabbing celebrities or special effects, but had farmyard animals and an engaging story which helped sell large quantities of beer. The article attributes the ad’s success to its adoption of the five act structure (Freytag’s Pyramid) and the ability of a story to evoke a strong neurological response.

It’s not just about the manipulation of emotions to sell stuff. There’s also the ability to guide an organisation’s operations through use of storytelling. That is, storytelling as a strategy. This example, for instance, about changing behaviours.

“Penn State College of Medicine researchers found that medical students ‘ attitudes about dementia patients, who are perceived as difficult to treat, improved substantially after students participated in storytelling exercises that made them more sympathetic to their patients’ conditions.”

Behind these examples are, I suppose, leaders who understand when and how to deploy storytelling as a strategy. Leaders in organisations and leaders of the creative teams who put the campaigns/studies together. Is there a struggle of approaches, I wonder? How hard did someone behind the Budweiser ad have to argue to go with a story based approach, than just putting David Beckham on screen drinking Budweiser in front of some explosions?

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