Storytelling — -the world’s oldest communication tool is becoming increasingly important in many aspects of business. Just as storytelling is important for leadership purposes, it is also an important element of marketing messages.

What’s Your Story?

Storytelling — once the stuff of childhood nighttime rituals — has grown up and is quickly becoming a go-to tool in the very adult world of business. MBA programs, workshops, and coaches all offer strategies and support to help today’s leaders craft a better story. And it makes sense.

Those who understand this dynamic can elevate the quality of their leadership — and their results — by leveraging the natural human propensity to make sense of the world around us through stories. These leaders create a narrative that contributes to greater connection, engagement and shared meaning.

Leadership and Storytelling

A well-told story appeals to a wider variety of learning, listening, and information-processing styles. You have a better chance of getting your point across to more people when it’s framed in terms of a story.

Stories have a way of tapping emotions and creating a visceral impact (that even the most well-crafted PowerPoint slides leave on the table).

They’re more memorable than other communication vehicles.

According to Susan Weinschenk, Ph.D., in her Psychology Today post “Your Brain on Stories,”

“…you are literally using more of your brain when you are listening to a story. And because you are having a richer brain event, you enjoy the experience more, you understand the information more deeply, and retain it longer.”

They tend to be delivered through “human” means versus e-mail, texting, etc. This alone helps to cut through the noise of the thousands of disembodied messages we’re bombarded with daily.

Stories are efficient as they predigest and pack a potentially overwhelming volume of information for grateful inhabitants of a time-starved world.

When told live, stories create not just a shared experience but a shared space for dialogue as well — something craved by workers who are increasingly feeling disconnected in today’s virtual world.

And it makes sense. According to Pamela B Rutledge, Ph.D., in her post on Psychology Today, “The Psychological Power of Storytelling,”

“Stories are how we think. They are how we make meaning of life. … Stories are how we explain how things work, how we make decisions, how we justify our decisions, how we persuade others, how we understand our place in the world, create our identities, and define and teach social values.”