The Power of Stories

People like a good story. They remember it. They may even take it to heart.

Why? Both neuroscientists and writers would say that since our Paleolithic ancestors gathered around the campfire, they brought news to their fellow clan-members in the form of stories. The human brain is wired to organize and interpret the chaos of daily existence in the form of a character, conflict, narrative, and resolution.

Whether it is the Illiad, or The Adventures of Huckleberry Finn, or a story from your own line of work, the outlines of all stories are much the same and intuitively understood by nearly all of us.

Stories convey knowledge, reveal character, show motivation, build trust, and demonstrate resolve. They do so more convincingly than any amount of declarative assurances, sales talk, or "information."

"Storytelling doesn't replace analytical thinking," says Steve Denning, consultant and author of The Secret Language of Leadership. "It supplements it by enabling us to imagine new perspectives and new worlds, and is ideally suited to communicating change and stimulating innovation."

Your organization has valuable stories to tell. Telling these stories can be the best way to ...

• win customers
• build credibility with shareholders, potential investors, or donors
• generate favorable publicity
• jump-start organizational change.

I can help you tell the stories that influence people — winning profiles, success stories, case studies, white papers, and features for in-house publications, trade journals, and web sites.

Want to hear more? Click here for a free consultation and quote.