Stories are powerful. Many of us have a favorite story; one that engages our emotions and intellect through expert timing and language, and leaves us simultaneously fulfilled and wanting more.Neuroscience tells us that people respond to a narrative more than other communication types. Paul Zak, founding director of the Center for Neuroeconomics Studies and professor of psychology, economics and management at Claremont Graduate University, summarizes that the chemical connection between our brains and stories is powerful enough to influence our emotions, change our behaviors and spur us to action[i].Falling Victim to the MemeOrganizations are attempting to tap into the power that storytelling has to bring their brands to life. Often times; however, it is without demonstrable benefits. Many corporate narratives fall flat and unfortunately become victims of the “cool story” meme because they are simply key messages that fail to grip the hearts and minds of employees. How does a company create or resurrect a story that inspires and shapes beliefs, which lead to changed behaviors?Connect to Hearts and MindsA story in and of itself is not necessarily enough to alter worldviews and change behaviors. Just like our personal favorite novel, the key to a masterful company narrative is its ability to connect to people through their hearts and minds. What makes a story compelling?
- activates a “big idea”
- appeals to emotion and reason
- taps into individual and organizational purpose
- invites people to see themselves within the narrative
- align employees around a shared common purpose
- become the foundation for your destination and any other sub-narratives
- serve as a launching pad for meaningful and authentic leader conversations
Tags
Blog