Stories over bullets


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Why power point should be banned from the meetings

“2. Stories are persuasive.

Aristotle is the father of persuasion. More than 2,000 years ago he revealed the three elements that all persuasive arguments must have to be effective. He called these elements “appeals.” They are: ethos, logos, and pathos. Ethos is character and credibility. Logos is logic–an argument must appeal to reason. But ethos and logos are irrelevant in the absence of pathos–emotion.

Neuroscientists have found that emotion is the fastest path to the brain.

“I’m actually a big fan of anecdotes in business,” Bezos said at the leadership forum as he explained why he reads customer emails and forwards them to the appropriate executive. Often, he says, the customer anecdotes are more insightful than data.

He explained that Amazon uses “a ton of metrics” to measure success. “I’ve noticed when the anecdotes and the metrics disagree, the anecdotes are usually right,” he noted. “That’s why it’s so important to check that data with your intuition and instincts and you need to teach that to executives and junior executives.”

Bezos clearly understands that logic (data) must be married with pathos (narrative) to be successful.”


Storytelling and emotion

The link between #neuroscience and #emotion in great #storytelling and #emotion tested and explained. A narrative to capture your emotions, has to have:

a) characters with emotions you could relate to
b) a gap between what the characters wanted and what they had
c) novelty and surprise along the way that kept you emotionally invested

The link between neuroscience and content: “When oxytocin gets released, we care about those around us in the same way we care about our families. This brain mechanism has been an evolutionary advantage for humans. It helped us survive, work together, and build civilization.”

“Any positive social experience will do it,” he said. Hugs, acts of kindness, etc. One of the most surefire ways to generate empathy is via emotional narrative.

So how do we create narratives that work from this neuroscience perspective?

The key is not to blindly chase attention, as some commercials attempt to do in any way possible. “You want a real story arc, real conflict, real emotion,” Zak said, echoing what storytellers since Aristotle have taught. “The tension has to grow.”

How to Make an Emotional Narrative Work For Your Brand