Abstract:

Storytelling in business is going through a renaissance. In the last few years there has been a surge in the demand for storytelling and storytellers. Cultivating the ability to communicate effectively is one of the biggest challenges facing business today. Communicating our consumer insights as a narrative- as a story- isn't a fad. It reflects a paradigm shift in what neuroscience tells us about how people process complex information. This new knowledge arrives at just the right time. The ability of stories to explain the big picture helps make sense of vast amounts of information, with the potential of massive dividends. In this paper, the authors explain why stories work so well, and pass on some of the secrets of the storyteller's craft.