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"Anyone who sells things for a living, online or offline, should know, love, and live these principles:
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"If you think consumers are telling you what they want in traditional research, you’re wrong. Deutsch’s Douglas Van Praet argues that marketers must look to unconscious behavior for real creative breakthroughs...
Here is a well-written article on cognitive research and its link to behavior change and storytelling.
Whether in business, or as a nonprofit, often we share our stories in order to change behavior. At the lowest level, this is 'buy my stuff.' At the highest level this is about creating greater satisfaction, awareness, and positive social change.
This article explains the 7 steps cognitive research has determined influence our behavior. And these are strikingly similar to storytelling:
1) Interrupt the Pattern -- start with the everyday but then something happens and we are in a different place/situation
2) Create Comfort -- add familiary elements
3) Lead the Imagination -- have a plot plus use visual language
4) Shift the Feeling -- from one state to another, using turning points
5) Satisfy the Critical Mind -- include data
6) Change the Associations -- from undesirable to desirable
7) Take Action -- what do you want people to do?
The author, Douglas Van Praet, also shares examples with us to illustrate his points.
It's an easy yet meaty read and I think you will get a lot out of it.
This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it
Like the fact that my critical mind can get into the picture!
"YouTube is increasingly becoming the most influential social network, and the place where pop culture is born. In fact, according to Cisco’s new Visual Networking Index forecast, video usage is projected to outperform Facebook and Twitter by 2017..."