Information passed on as simple data can barely be retained (7-10%) while a story has the magic of making you remember every detail (65-75%).
Humans are obsessed with stories. Stories in the news, in the movies on your Facebook feed. Stories are what humans talk about most. Stories have been guiding humans through life since cavemen could draw on cave walls. We are wired for stories.
Stories work because they have the magic of the narrative. We see ourselves in a character and the character teaches us how to act in times of conflict and uncertainty. Stories tug at the heart strings while at the same time teaching us lessons.
A good story makes you feel something. Like The Lorax did for me.
As a marketer, leader or anyone looking to get a message across, it would help to better understand the art of storytelling.
Also published on Medium.