Leading change through stories
Stories have resonated and endured for generations because they map the fundamental process of change in real life. And in the modern world of work, all change is business.
A recent study at Stanford University found that details when told in stories are retained x22 more than raw facts alone. Human beings are hard-wired for story.
Furthermore, advances in neurological investigation claim that 5x the amount of neural activity is activated when listening to a story because, when we hear a story, as well as the language processing areas of the brain being activated, the sensory and motor cortex engage as well.
It is rare to find any aspect of a business that can’t be improved through increased use of story – whether it’s pitching for a new project, building relationships, debriefing a project, illustrating why expedience is of the essence: story fits into every element of our professional and personal life.
As Brené Brown says: “Stories are data with a soul”, and yet in a world where we are almost exclusively busy, stretched, multitasking, distracted and otherwise engaged – in this world, where narrative is vital to bring conviction and soul to our work, we mostly prioritise “data” over “story”.
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