Why story?
When we genuinely connect we can make things happen—whether that’s growing a valuable relationship, convincing someone to take action, changing ourselves or changing communities. And when we want to connect, there is no better way than telling a story.
I'm kind of a nerd about story and the brain, and there is significant scientific research focused on how stories build connections and persuade people to take action or change an attitude.
We are wired for story
Stories build connection
When we hear about conflict and challenge, our brain produces cortisol, focusing our attention. When we identify with a character, we produce oxytocin, the “empathy hormone.” Stories prime our listeners to pay attention and relate to a shared experience.
Stories organize information
Many of our cognitive processes are dedicated to making sense of information we receive. Story is the most powerful tool for organizing information while also tying it to emotion—a powerful combo that helps our message cut through the noise.
Stories spark action
Science shows that decision-making is driven first by emotion, and only then by logic. We think we make decisions based on facts, but we’re really driven by feelings. And stories convey feelings better than any amount of data can.
Storytelling is hard-wired into our brains, one of the oldest and truest means of communication we know. And its ability to foster connection, inspire change and make businesses thrive continues to astound me.
My background
I’ve told a lot of stories. First, working as a singer-songwriter connecting with audiences and then as an award-winning CBC producer sharing the stories of others. Every day, I saw how stories were the catalyst to build connection, inspire action, or change an attitude. And that power linked up with everything I’d learned studying the brain in my first career as an occupational therapist (which is definitely where the neuroscience nerd bit comes in).
So I pulled all those skills and experiences together to create The Story Source and teach others how to tell better stories. Stories that motivated. Stories that inspired. Stories that helped them connect, communicate, and call others to action.
I’ve seen story inspire action in almost every sector and situation. Since founding the Story Source I’ve worked with thousands of people from one-on-one coaching to facilitating hundreds in groups. I’ve helped them deliver winning pitches, develop stronger teams, raise funds and turn vision into action so their work can flourish.
As Harrison Monarth says, “Data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul.”
Are you ready to fire up people’s imagination and inspire them to act?
