The Power of Storytelling

"The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come." — Steve Jobs.

Let me tell you a story

When I was a junior in high school, I was forced to sell 90 Reese’s Peanut Butter Cups for a mandatory school fundraiser. If I didn’t sell these candy bars, I would be kicked off of the crew team. I loved rowing, but the thought of going door to door, begging for dollars in exchange for candy was mortifying. The large box of deliciousness sat in my bedroom for weeks, mocking me. I worked a part-time job to help my parents pay for private school tuition, so this candy bar nonsense was insult to injury. I eventually bought the whole box with my hard-earned money to avoid the perceived embarrassment of selling candy for my school’s fundraiser.

Years later as a car salesman, I sold 500 cars in two years, shattering company sales records. How did a kid who could not sell a dollar candy bar become a young man who sold over 500 cars with an average price of $30,000? The answer is storytelling.

As a high school junior, I had no idea how powerful stories could be. Especially the stories we tell ourselves. The story I told myself was “I’m shy, I don’t know how to sell, so I can’t sell stuff.” Fast forward to my first job in sales. The first thing my sales manager taught me was the story of how our company came to be. We were created by a successful leasing company that sent 2000 cars at lease end to dealer auctions every month. Our founder had an idea; “Let’s keep the cream of the crop, low mileage cars, and offer them directly to consumers for thousands below what traditional dealers charge.” Our prices were so good there was no negotiation. Customers were encouraged to take our low-mileage, low-priced cars to their trusted family mechanic before purchasing them, to confirm what we told them was true.

I told this story to every customer I met, as soon as I met them. “Hi, I’m Andy, and welcome to XYZ. Have you been here before? No? Well…”  I’d begin telling our story, which put them at ease and set the tone for the rest of our time together. I earned repeat customers and received many referrals from previous customers. They’d tell me, “I went to a few other dealers after I came to see you and you were right. You guys are different than traditional dealers. Your cars are in better condition, have lower mileage, and are priced thousands of dollars less than traditional dealerships. And there is no sales pressure. This place is awesome!” Think about that for a moment. Someone traversing the traditional nightmare of buying a used car, telling me our dealership was awesome. This was the first time I learned how powerful stories could be in my life, and in my career.

Jump to present time, where I’ve told myself the following story for a decade. “I can’t run anymore because I have a bad back and two bad knees. Those days are behind me.” I believed the story I told myself and my actions aligned with that belief. I stopped running. Then something interesting happened. I got laid off from an amazing job and became depressed. Having experienced depression in the past, I knew I had to take immediate action if I were to avoid that deep, bottomless pit of desperation.  So I did what I knew would help. After a decade of believing the “ I can’t run anymore” story, I started running again.

At the time of this writing, I have logged over 200 running miles in four months. Sure I have to stretch my back and occasionally ice my knees, but I’m a runner again. How did a guy who “can’t run anymore” run over 200 miles in 4 months? Out of desperation, I crafted a new story. “I need to run to feel good and I’m going to run until I feel better.” My behavior changed when I changed my story. I had not run in a decade because I believed the story I told myself. New story, new behavior. Storytelling has impacted my life so profoundly, that I’d like to share what I have learned. For the remainder of this piece, I’d like to discuss story, its power over us, the related brain science, and how anyone can use story to transform their personal and professional lives in remarkable ways.

“Whether you think you can, or you think you can't, you're right.”
― Henry Ford

Stories Throughout History

The history of storytelling stretches back to the dawn of human civilization. Before written language was invented, storytelling served as the primary means of preserving traditions, educating the young, and instilling moral values. Ancient tribes and civilizations used oral stories to share knowledge, celebrate achievements, and explain natural phenomena. These narratives often featured elements of magic, gods, and the supernatural, reflecting the beliefs of the time.

As civilizations evolved, so did the art of storytelling. In ancient Greece, storytelling became a formalized method of recounting history and myth through epic poems like Homer’s "Iliad" and "Odyssey." These stories were more than entertainment; they were a vital part of the cultural and religious fabric of Greek society, teaching values and imparting wisdom. Similarly, in ancient India, the "Mahabharata" and "Ramayana" were not merely epics; they conveyed philosophical and moral guidelines to the masses.

In many cultures, storytellers held a revered position. They were the keepers of history, the educators, and often, the entertainers. In medieval Europe, bards and minstrels traveled from town to town, telling stories that were a mixture of myth, legend, and local news. These stories helped shape national identities and were crucial in the dissemination of cultural values and norms.

The invention of the printing press in the 15th century marked a significant evolution in storytelling. Stories could now be mass-produced and read privately, which gradually shifted storytelling from a predominantly oral tradition to a written one. This democratization of information not only expanded the reach of stories but also influenced their content and complexity. Novels and short stories began to delve deeper into individual experiences and emotions, reflecting broader social and psychological themes.

The 20th century introduced new mediums for storytelling, with the advent of radio, television, and later, the internet. Each medium added new dimensions to storytelling, from the visual and auditory enhancements of films and TV shows to the interactive and global narratives enabled by the web. These technologies have transformed how stories are told, who tells them, and the scale at which they can be shared.

Today, the fundamentals of storytelling remain intact but are applied in more varied and technologically advanced ways. In marketing, stories are no longer just told around campfires or through books but are shared through multimedia advertising campaigns, interactive websites, and viral social media content. The core aim, however, remains the same: to inform, persuade, and connect with others on an emotional level.

Brain Science

Understanding the intricate connection between the human brain and storytelling is not just fascinating from a scientific standpoint; it's also crucial for anyone trying to capture and hold an audience's attention. The process of telling and hearing stories is deeply rooted in our neurological pathways. Neuroscience research has unveiled that effective storytelling can engage multiple brain functions simultaneously, making stories much more than just entertainment—they are a powerful tool for communication and influence.

When we listen to a story, our brains light up. Language processing areas such as Broca's and Wernicke's areas become active to decode words and meanings. But that's just the start. Engaging narratives also activate sensory regions of the brain. Descriptions of scents, sounds, or textures invoke the sensory cortex, making the experience vivid and immersive. The frontal cortex plays a role in understanding the narrative's sequence and complexities.

One of the most significant discoveries in neuroscience about storytelling is the role of mirror neurons. These neurons respond not only when we act but also when we observe someone else performing that action. This means when a story describes someone running, our brain simulates the experience as if we were running. This capability is fundamental to generating empathy and allows listeners or viewers to put themselves in the shoes of the characters, experiencing the emotions and actions narratively.

Storytelling creates a neurological dance between memory, attention, and comprehension. It provides a narrative context that helps us better encode and recall information. This is why we can often remember detailed stories but forget isolated facts. The emotional peaks and troughs of a good story ensure that our attention is maintained, which is crucial in a world where attention is a scarce currency.

Hormonal Responses

Research by neuroeconomist Paul Zak has shown that compelling stories can lead to the release of oxytocin, often referred to as the "trust hormone." This hormone increases feelings of empathy and connection, which are pivotal in building trust towards a person or a brand. Zak’s experiments demonstrated that after watching emotionally charged story videos, individuals were more likely to exhibit altruistic behavior, a direct result of increased oxytocin levels.

Cortisol, the stress hormone, plays a key role in helping us form memories about something important that needs to be remembered. Effective storytelling often includes moments of tension that release cortisol, making these moments more memorable. Additionally, the resolution of that tension can trigger the release of dopamine, the feel-good hormone, which not only makes us feel more optimistic and energized but also enhances our overall engagement with the story. This combination ensures that the narrative remains in the audience's memory, associating positive feelings with the person or brand. Understanding that tension and resolution can enhance memory retention and pleasure, these can be leveraged to keep our audience engaged and ensure our message lingers long after the story ends.

Stories in Your Personal Life

Like most parents who try to guide their children through the challenges of life, I am often greeted with blank stares as I attempt to transfer knowledge to them. “Look both ways before you cross the street, electricity is dangerous, don’t eat that food that’s been sitting out too long.” When I talk AT them, offering no context, creating no emotional connection, I am ignored and forgotten. I remember being a kid and how boring my parent’s lectures were. Every time I was being corrected, I just wanted it to be over as soon as possible. I stood in silence, listening because I HAD to, not because I WANTED to.

But what if we used stories to engage and entertain our children, all the while embedding those same “boring” lessons into our personal narratives and tricking their brains into learning something valuable? When I told our kids the story about the time I got hit by a car while riding my bike because I didn’t look both ways, they hung on every word. They WANTED to hear what happened next. They learned the value of looking both ways before crossing, without me talking AT them.

When I told them about the time I was 11 and dismantled my stepfather’s reel-to-reel tape player in an attempt to fix it, but instead got electrocuted when I touched the metal part of a fuse and got knocked out for a bit, they WANTED to hear “what happened next” and they learned from my personal story, that electricity is dangerous and should be respected.

When I told them about the time I gave myself food poisoning from eating chicken pizza that had been sitting out too long and how awful I felt vomiting through the night, they WANTED to know why I did that, what it felt like, and learned that you should not eat chicken that has been sitting out for a while.

Where my kids were previously rolling their eyes at me because of my boring lectures, by telling them stories of my own life, being vulnerable and emotionally connecting with them, they were on the edge of their seats, begging to hear what happened next.

Storytelling in Business

“Our minds are not designed to remember pie charts, facts, or statistics. The risk you take if you are not telling stories is that you will be forgotten. 100 percent, you will be forgotten.” – Matthew Dicks

Human beings are narrative creatures by nature. Our lives are composed of stories — the ones we tell ourselves, the ones we tell others, and the ones we subscribe to in society. Stories are the threads that weave our experiences together, making sense of our world. They have the power to stir emotions, shape perceptions, and influence decisions.

For tech products, which often risk being perceived as impersonal or complex, storytelling offers a bridge to human connection. By crafting a narrative around your technology, you can transform it from a mere tool or gadget into a protagonist in your audience's life story, fostering a deeper, more emotional connection with your brand.

At its core, storytelling in business is about creating a narrative that encapsulates the essence of a company and their product. It offers a way for businesses to communicate their values, mission, and vision in a manner that is not only understandable but also relatable and engaging. A well crafted story can vividly illustrate what a company stands for and why it exists, thereby creating a strong brand identity that resonates with customers. This narrative becomes a trust building tool, fostering a loyal community around shared values and common goals.

Effective storytelling can differentiate your company from the competition. Most business communications are boring and sterile. Our minds are built for story and without a story, your content WILL be forgotten. Think about the last conference you attended, product pitch you watched or Death-By-PowerPoint presentation you suffered through. Chances are, an hour later, you forgot almost everything presented. Things were said, facts were stated, statistics were cited, but you felt no emotional connection to the material and the information presented disappeared into the mental abyss.

Why do we repeat the same boring presentations over and over again, thinking they will increase brand recognition, engagement, and sales? It’s human psychology 101. We think we should present data like everyone else presents data. There is safety in the herd and if we are like everyone else, we will remain safe. The problem with following the status quo is your boring deck will join the corporate cacophony of white noise and be summarily forgotten.

By crafting good stories and harnessing the principles of neuroscience, anyone willing to do the work can create memorable brands and build lasting emotional connections with their audience. The brands that tell the most compelling stories thrive.

Real-World Examples

Apple's Narrative Mastery

Consider Apple's iconic "Think Different" campaign, featuring black-and-white images of iconic historical figures such as Albert Einstein, Bob Dylan, and Martin Luther King Jr. It was meant to associate Apple with creativity and innovation, using the tagline "Think Different" to celebrate people who changed the world. Think Different was about more than just advertising products; it was a declaration of Apple's identity and ethos. At the time, Apple was struggling financially and losing market share to rivals like Microsoft. The company needed a strong message to differentiate itself from its competitors and to reinvigorate its brand image. The ads featured historical figures who were rebels and visionaries who changed the world through their unconventional thinking. In this story Apple said to the world, if you buy an Apple product, you too are a visionary who can change the world. This campaign was so powerful, it would eventually play a pivotal role in helping Apple achieve one of the greatest corporate turnarounds in business history.

Tesla’s Sustainability Story

Tesla's use of sustainability in its marketing and messaging is central to its brand identity, which is deeply entwined with the mission to "accelerate the world's transition to sustainable energy." Their electric powertrain underscores zero emissions, contributing to reducing carbon footprints. Tesla promotes energy independence by marketing a wide range of energy products like a solar roof and Powerwall, both designed and marketed to help homeowners produce and store their own electricity. Software updates often improve vehicle efficiency and battery management. When you buy a Tesla, the story goes, you help make the world a better place by contributing to sustainability and clean energy.

Tactical Approach to Storytelling

If I could offer one piece of advice to those interested in storytelling, it would be to buy Matthew Dick’s “Storyworthy” book. Matthew is a great storyteller and his book is a treasure trove of practical steps anyone can take to tell better stories.  The primary focus is on personal storytelling and improving one's narrative skills, but several principles can be adapted for using stories to sell products.

Here are some key takeaways from the book that can be applied to product storytelling:

• Homework for Life
  Dicks emphasizes the importance of recording small moments from daily life that might be the seeds of great stories. For product storytelling, this means paying attention to real-life situations where your product could make a difference, capturing customer experiences, testimonials, and everyday benefits that your product offers.

• Transformation and Change
  According to Dicks, a good story involves some form of transformation. In product storytelling, this means focusing on how the product changes the customer's life. Highlight the transformation from the problem they face in the beginning (the ordinary world) to the solution your product provides (the transformation).

• Breadcrumbs
  Dicks talks about leaving breadcrumbs throughout a story that lead to a greater revelation or conclusion. For a product, this means hinting at the product’s benefits and ultimate payoff throughout the marketing narrative, building curiosity and anticipation.

• The Five-Second Rule
  This rule states that if something resonates with you for at least five seconds, it’s worth considering as a potential story. For marketers, if a product feature or benefit captures your attention for this long, it's likely to resonate with customers as well.

• First Last Best Worst (FLBW)
  Dicks suggests using these four categories to mine compelling stories. When selling a product, think about the first time a customer might encounter the problem your product solves, the last time they have to deal with it because of your product, the best or peak experience with your product, and how your product helps avoid the worst-case scenarios in their lives.

• Stakes
  Dicks emphasizes the importance of stakes in a story—why should the listener care? Similarly, in product storytelling, it’s crucial to clearly articulate the stakes: What does the customer stand to gain or lose by using or not using the product?

• Moments of Realization and Reflection
  These moments are crucial in personal storytelling, as they offer insight into the narrator's thoughts and emotions. In product storytelling, these are moments when the value and impact of the product are made clear through customer reflections and realizations.

Parting Thoughts

Storytelling in your personal life can make you more interesting, more fun to be around, and even make your children want to listen to you. Storytelling in product marketing is not just about selling a product; it's about creating an emotional connection that transcends the transactional. It's about embedding your solution into the fabric of your audience's lives, making it indispensable not just for its functionality, but for the story it tells.

As you reflect on the narrative behind your product, consider how you can use storytelling to forge deeper connections with your audience. Share your thoughts and experiences with storytelling in the comments below. Let's inspire each other with tales that do more than sell — they connect, resonate, and endure.