'In the first of a three-part series, author Jonathan Gottschall discusses the science of storytelling--not just escapism, stories have real power to hold human attention and shape our thinking.'
'As Scott Donaton argued in a recent Co.Create post, other brands should learn this lesson as well as Coke has. “The challenge is clear by now,” Donaton writes, “Intrusive, interruptive, self-centered marketing no longer works the way it once did, and its effectiveness will only continue to diminish in the social age. The question is what will replace the legacy model. There’s a one-word answer: stories.” Story is the answer for two reasons, both of them backed by compelling science. First, because people are naturally greedy for stories, they have a unique ability to seize and rivet our attention. Second, stories aren’t just fun escapism--they have an almost spooky ability to mold our thinking and behavior. In this post, I’ll describe the science behind the attention-seizing power of stories, leaving their molding power for a follow-up post....'