Stories make us change
Stories, and storytelling, have been around for thousands of years. and they’ll be around for thousands more. Why? Because stories give a sense of meaning to the often meaninglessness and unpredictability of life. Stories offer hope and despair, triumph and loss. Above all, stories offer us the assurance of possibility because if there is one certainty in life, it is this: Anything Is Possible.
From a business perspective, stories help simplify complex products and services and break down buyer resistance. That’s because stories appeal to people’s emotions and gut instincts. Virtually everyone buys on an emotional level, even business buyers. Research shows we buy with our emotions, then rationalize our purchase after the fact.