Story

When your story and mine become one

cave painting1

Nothing is more central to the human experience than the power of a story. Predating written language by thousands of years, our primitive ancestors huddled around the fire to share the triumph of the day’s hunt, the heartbreak of a lost love, or the suspense of a great battle a generation before. From The Odyssey, the Epic of Gilgamesh, to the book of Genesis, the earliest human writings have all been captivating stories of wild adventure and peril.

It’s not surprising then, that despite all the technology available at our finger tips, nothing approaches the power of story. Our brains are wired for stories. When we hear something emotive or compelling, we switch off the pre-fontal cortex of the brain, where rational decision-making occurs, and instead turn on our amygdala, where we feel more than we think, and build trust. It’s also where we process fear. Whether advocating for a pivotal issue or promoting a new product or service, it’s not about delivering new information. It’s all about telling a story.

 

“To be a person is to have a story to tell.”

—Isak Dinesen