By Gabrielle Good Hoffman
The element of “story” is more powerful than most people realize. Strong stories stimulate emotion, bond communities together and set individuals apart. They stick in our memories. They fundamentally affect our beliefs and the choices we make based on those beliefs. Personal experience with the power of narrative is backed by scientific evidence: the process of storytelling feeds our innate psychological desire to create meaning by connecting experiences and information.
Storytelling as an Art and Science
While storytelling has long been a part of marketing and communications, it has a new urgency in recent years. As expanding media have increased the quantity of voices in the marketplace, companies and organizations...