Saturday, May 26, 2012

Quotation Of The Day: The Power Of Stories Edition

I argued for the importance of literature herethis fascinating article in Psychology Today further explains why stories are important. The key quotation:
But in four decades in the movie business, I've come to see that stories are not only for the big screen, Shakespearean plays, and John Grisham novels. I've come to see that they are far more than entertainment. They are the most effective form of human communication, more powerful than any other way of packaging information. And telling purposeful stories is certainly the most efficient means of persuasion in everyday life, the most effective way of translating ideas into action, whether you're green-lighting a $90 million film project, motivating employees to meet an important deadline, or getting your kids through a crisis.
PowerPoint presentations may be powered by state-of-the-art technology. But reams of data rarely engage people to move them to action. Stories, on the other hand, are state-of-the-heart technology—they connect us to others. They provide emotional transportation, moving people to take action on your cause because they can very quickly come to psychologically identify with the characters in a narrative or share an experience—courtesy of the images evoked in the telling
Equally important, they turn the audience/listeners into viral advocates of the proposition, whether in life or in business, by paying the story—not just the information—forward.

2 comments:

caheidelberger said...

Using narrative to translate knowledge into action—huge! I wanted to spend much more time at DSU researching that very topic. DSU was not interesting. Their loss!

LK said...

I think your experience points to a key problem with computer world. The engineers say the code is beautiful but they don't know how to tell me about that beauty.

The stories about how Google, Jobs, or Gates transformed our culture are as important as the fact that these guys changed the world. The stories tell us how we can make small changes.