Stories — The Hidden Driver of The Human Race
Stories are a big part of our lives. We tell bedtime stories to our kids before they learn to read or even speak; all religious teachings consist of stories, as do traditions passed from generation to generation. We dream in the form of stories, and we hear stories on the news, in movies, on social media feeds, etc.
Humans have been telling stories for about 100,000 years and by now they are deeply wired in our brain structure and chemistry. Or, in the words of Professor Paul Zak: “Stories are powerful because they transform us to other people’s worlds, but in doing that they change the way our brains work and potentially change our brain chemistry.”
Marketing is a very rational field, although it’s not always perceived this way. Most marketing people struggle to embrace the rationale behind abstract and proven notions such as brand authenticity, empathy, and tone of voice. When looking at marketing through the perspective of storytelling, all those notions suddenly make sense.
Marketing without stories provides only a partial perspective and understanding of the marketing collateral. Thus, I urge all marketers to embrace stories as the main framework methodology for creating a corporate strategy. Meanwhile, you are welcome to contact and consult us at info@NewSpark.pro, or simply to fill in the contact form.
As for my daughter, stories have become a major part of our relationship. She also tells stories now, to me and to her peers, and knows how powerful this tool is to influence people. Try it, please, and let me know how it worked out for you.