Why storytelling is the ultimate weapon

Why storytelling is the ultimate weapon

Jonathan Gottschall, author of « The Storytelling Animal« , says science backs up the long-held belief that story is the most powerful means of communicating a message.
In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival. In his book, « Tell to Win« , Peter Guber joins writers like Annette Simmons and Stephen Denning in evangelizing for the power of story in human affairs generally, and business in particular. Guber argues that humans simply aren’t moved to action by “data dumps,” dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion. The best way to emotionally connect other people to our agenda begins with “Once upon a time…Lire la suite sur CoCreate.