What's All This Story Stuff?

Stories have been around for as long as humans. From cave drawings to campfires, culture has been passed down through stories. And story is prominent in our lives. It's everywhere. Our daily social interaction is filled with stories. How do you get to know a potential spouse? You listen to them tell you stories of their life. How do children learn and what do they like more than anything else? Stories. Most of our entertainment is rooted in stories — whether reading, watching, or listening. There is something in us that is wired for story.

More than just foundational in our lives, story is a powerful form of communication. What are you more likely to remember — several points of data or a story? There is fascinating science that has established that we react differently when listening to a story than some other form of communication, such as a lecture. A Google search will give you some interesting reading on how our brains and bodies are changed by story. It is a well-established fact that when people listen to stories, their bodies release the "love hormone" that leads to strong feelings of empathy and increased pleasure in mind and heart.

So, what does all this have to do with your communication for your business or non-profit or any other work that you do? Everything. Because of the changes in technology and the power of the internet and social communication, there is a world of opportunity for any organization. But the flip side is that there is a lot of noise out there as well. We all experience this everyday. We have access to more information on just one topic of interest than we could exhaust in a lifetime. The only way to truly take advantage of the opportunities of our day is to have a powerful strategy to reach your audience. You need to find your people and you need them to stay with you for the long haul.

Story as a unifying strategy is your answer. Not just telling stories, but using the structure of story to connect with your audience. Some of the best organizations in the world understand this and connect with you in ways that you may not even be aware of. Story undergirds everything they do. It's time for you, at whatever stage, to discover, grow, and adapt this model for your own strategy.