What cortisol and oxytocin have to do with a 19th-century German playwright.
From Maria Popova, aka @brainpickings -
There is a scientifically proven biochemical reaction to stories that tells us how different stories can affect behavior. While this isn't news in many ways, it's important to reinforce the idea that storytelling needs to be woven intentionally as a part of development of any business model. What I mean by storytelling isn't just the story that is told by those creating the new business/product/service, but the story that the new business/product or service creates by itself. Does your software tell a story? Does your website tell a story when someone lands on the screen? Does the app have a story to tell for the new user, or the regularly returning one?
Look for the story, over and over again, that the business creates; and don't be afraid of it telling different stories.
Most importantly, find the story that's already there: it may tell you why the business is doing well or not.
Via Dean Meyers