At The Story Co., we fundamentally believe in the power of stories. We know there is power there; that the impact of sharing and hearing stories is inherently valuable. What we didn’t know is that there is scientific research to back up our gut instinct.
Paul Zak wrote a fascinating article about – you guessed it – how stories change the brain. Look at you, reading titles and putting two and two together! I will include a link to the original article at the end so you can check it out and highly recommend reading it. Here are a few things we could not resist highlighting:
Why Stories are Important
Not only are stories are more entertaining, they are also more effective in terms of communication. Zak’s research concludes that personal, emotionally compelling stories are better remembered than a set of facts. They are also a way to connect with strangers. Forming relationships is key as a business.
On a truly base level, Zak says:
“My lab pioneered the behavioural study of oxytocin and has proven that when the brain synthesizes oxytocin, people are more trustworthy, generous, charitable, and compassionate. I have dubbed oxytocin the “moral molecule,” and others call it the love hormone.”
Not included in this quote is Zak’s explanation that during a well told story (well told according to brain chemistry rather than just a dynamic speaker – but there’s a lot of overlap!) the brain produces the oxytocin drug. This is a huge benefit of stories – I see no downside to a more moral society; do you?
On a business level, it makes sense that we would want customers to associate our brand with the feeling they get from producing oxytocin.
So, it’s been established that on a scientific level, stories have the edge. Great! But not so fast – not all stories are created equal. So, how do you make sure that your story is having the desired effect?
How to tell a Good Story
Zak’s team found that there are two primary aspects: the ability to hold the viewer’s attention; and “transporting” them into the world of the character.
In today’s fast moving, multitasking world it can be incredibly hard to grab the attention of a consumer. Zak holds that on an evolutionary level we are programed to use our “attention spotlight” sparingly. He says:
In fact, using one’s attentional spotlight is metabolically costly so we use it sparingly. This is why you can drive on the freeway and talk on the phone or listen to music at the same time. Your attentional spotlight is dim so you can absorb multiple informational streams. You can do this until the car in front of you jams on its brakes and your attentional spotlight illuminates fully to help you avoid an accident.
Aside from being an interesting insight into the human desire to multitask – I’m glad to finally have an explanation as to why we turn down the music when we are trying to find a specific street name! That’s a custom that has confused me since the beginning!
Once you have managed to catch the audience’s attention, if it is sustained for long enough, the audience begins to emotionally resonate with the story. This is what Zak refers to as “transportation”, as the audience will feel the character’s emotions and become more invested in the outcome.
Every attention grabbing, “transporting” story can be boiled down to what is referred to by scholars as “the dramatic arc”:
- Begin with something new and surprising;
- Increased tension with difficulties the characters must overcome – often because of some failure or past crisis;
- Climax, where the characters must look inside themselves to find the answer;
- The resolution of the story.
Do you recognize these elements in any of your favourite tales? I know I do! Do you recognize them in your favourite brand stories?
Another interesting note for businesses: Zak’s research found that it was easier to sustain people’s attention and to generate “transportation” when the medium was a video rather than written.
This means it’s time to fully embrace the video trend on social media! Not only is there an advantage in terms of the algorithms, but there’s a neurological advantage too!
There’s no denying the power of story. We know that through our own experiences with a strong story, and now we know it through science too! So what are you waiting for? Tell us your story.