aEmotionally engaging stories affect more areas of the brain than rational, data-driven messages – meaning that they are far more likely to resonate with your employees. Jenny Nabben explains the neuroscience behind this, and how you can use it to showcase the benefits of storytelling.
Across every culture, in every part of the world, humans have told stories to understand, share and recall knowledge.
While our ancestors sat around the camp fire listening to the tribal storyteller, we now sit in cinemas, theaters or in front of TVs, computers and mobile phones to share the stories of our lives. In fact, the universal nature of storytelling may explain our shared, evolved human psyche.
One of the brain’s unique design features is its ability to recognize patterns so that we can quickly predict what is most likely to happen next. Over the centuries we have used narrative story structure as the most elegant way to communicate our messages, passions, vision and who we are.
Our appetite for storytelling is voracious; since the invention of the Gutenberg printing press in around 1440, humans have so far written around 129,864,880 books, and while each book is unique we can group them into common themes. Christopher Booker, in his book The Seven Basic Plots, suggests that there are seven ‘core’ plots that comprise the most commonly recognizable narrative structures. These are, a journey taken and the return; overcoming challenges; making our way in the world; a quest; comedy; tragedy; and rebirth.
Retail is changing rapidly – both online and offline. Traditionally, retail establishments have always had low profit margins and high volume to produce the business results they needed to survive. We’re seeing rapid turnover in retail nowadays where technology is accelerating growth and increasing efficiency. Retail establishments that aren’t taking advantage are dying… but retailers that are leveraging technology are owning the market.+
Demographic shifts, the tech revolution, and the consumer demand for more personalized service are altering the roadmap for the customer decision journey.
McKinsey on Marketing lays out what they believe are the new Four P’s of Marketing:+
Pervasive – people shop wherever they are – whether it’s in bed with a tablet or while they’re in the middle of your showroom.Participatory – people are going to create and share ratings and reviews online of companies, products and services.Personalized – batch and blast traditional marketing is no longer working. Emotional connections through similar stories is driving conversions.Prescriptive – mobile applications, online research and social tools are helping consumers take control of their shopping through their own process.
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