Our brains love storytelling!

#content

Curation Friday!

Many business people have already discovered the power of storytelling in a practical sense – they have observed how compelling a well-constructed narrative can be. But recent scientific work is putting a much finer point on just how stories change our attitudes, beliefs, and behaviors.

Oxytocin is a substance created in the brain that motivates cooperation. It is based upon trust. And research shows it results when the brain sees a story it likes and trusts.

Oxytocin is a key that tells us “it’s safe to approach others” signal in the brain. Oxytocin is produced when we are trusted or shown a kindness, and it motivates cooperation with others.

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It does this by enhancing the sense of empathy, our ability to experience others’ emotions. Empathy is important for social creatures because it allows us to understand how others are likely to react to a situation, including those with whom we work.

We know that people are substantially more motivated by their organization’s transcendent purpose (how it improves lives) than by its transactional purpose (how it sells goods and services).  That motivation is stronger than the story of what our offerings can do.

Transcendent purpose is effectively communicated through stories – for example, by describing the pitiable situations of actual, named customers and how their problems were solved by your efforts.

Many of us know from Joseph Campbell’s work that enduring stories tend to share a dramatic arc in which a character struggles and eventually finds heretofore unknown abilities and uses these to triumph over adversity; my work shows that the brain is highly attracted to this story style.

Finally, don’t forget that your organization has its own story – its founding myth. An effective way to communicate transcendent purpose is by sharing that tale.

What passion led the founder(s) to risk health and wealth to start the enterprise?

Why was it so important, and what barriers had to be overcome?

These are the stories that, repeated over and over, stay core to the organization’s DNA. They provide guidance for daily decision-making as well as the motivation that comes with the conviction that the organization’s work must go on, and needs everyone’s full engagement to make a difference in people’s lives.

When you want to motivate, persuade, or be remembered, start with a story of human struggle and eventual triumph. It will capture people’s hearts – by first attracting their brains.

Come back for upcoming posts on the details of content and media working together for small and middle-market business leaders and their marketing services teams.

We can keep you on the B2B marketing effectiveness and sustainability best practices path. Or get you on it if you are not there yet. We know where you want to go. We know the right buttons to push. We get you there with a strong, measurable ROI.

Email us – info@sladegroup.com or call us – 512 799 4676. You’ll be glad you did!