PUSH Business, The Value of Storytelling

The Value of Storytelling

Storytelling is an engaging talent, passed down for centuries, encompassing all cultures and languages.

Organizational leadership often emphasizes the need to tell the story of their products and services to their peers, co-workers, and employees. They may, from time to time, request that they need to improve upon how their story is told. Many tactics exist to leverage and improve upon storytelling, but taking a deep dive into why storytelling is an effective method of communication can help those who want to develop this skill set understand it’s actual value.

We’ve all experienced lackluster storytelling. You’ve been there at a breakout session. The speaker begins by pulling up and clicking through slides, talking bullet after bullet. Unless you ferociously wrote down every word or took pictures on your phone to review later, did it sink in? Did you retain the subject matter? Can you explain the content to others after sitting through the session?

Our brains are built to connect to stories for several reasons.

Man creating fire was a significant breakthrough for many reasons, such as providing heat to safeguard themselves from freezing temperatures, deterring predators, and, of course, the ability to cook food. Another vital gain for human development was controlled fire, which allowed indigenous people to continue socializing after hunting all day into the night. Once together socially, they began sharing, teaching, and even encouraging one another to explore beyond their territory, and instrumentally, they started telling one another stories.

Over time, how we communicate has undoubtedly changed, though our brains are still wired the same. Along with our ancestors, we seek and find happiness enjoying one another around a fire, whether camping, dining at a restaurant, or enjoying an outdoor space at a beach or mountain resort. We all can become infatuated with a good story and appreciate a talented storyteller.

The science of storytelling has kept writers and publishers busy for decades, filling shelves with an impressive number of books on the subject. These books describe research, some involving magnetic resonance imaging measuring brain activity while engaged in storytelling and listening. There is significant research that connects speakers and listeners when sharing stories, thus proving that storytelling factually bonds us together in ways no presentation slide is capable of.

A chemical reaction happens in our brains when we tell stories, especially emotional ones. Emotional stories initiate the release of a neurochemical called oxytocin. This release builds empathy, trust, and compassion.

Keeping an individual’s attention must, to a certain extent, include the ability to entertain, especially if you have planned to give a lengthy presentation.

So, we must use every strategy known to maintain an audience’s attention to keep them interested. Since our brains are wired for a chemical reaction when telling and listening to a story, engaging with an audience in this way is the most effective strategy.

Before even thinking about creating presentation slides, ask yourself… “How do I tell this story?” Using imagery on slides that complement a story is fine, but remember that nobody walks out of a breakout session talking about bullet points. Instead, make sure they walk out discussing aspects of your story with which they have a shared experience. Remember, storytelling is who we are.