Storytelling is not just part of our history, it is also a scientifically proven form of communication.
Studies suggest that the human brain has a storage capacity of around 2.5 petabytes.
Realistically do you think you will remember this number? What if I told you that only 5-10% of you will probably remember it?
Now what if I told you a story of a scientist who wanted to work out the brain’s capacity. If I told you about his challenges and what lengths he went through to get his research done. Of his sleepless nights, the bitter coffee and stale croissants. And then how he struggled to make people understand his findings.
At this point you are probably already more engaged and some of this might be resonating with you (sleepless nights anyone?). If I then complete my story with his joyous aha moment and his comparison of his identified capacity (2.5 petabytes if you remember) to around 50 million books. So your brain can remember around 50 million books worth of data.
Which of those data points are you more likely to remember? The chances are the one that was told in a story and delivered in a way that you can grasp, such as the comparison to books, and especially if also presented visually. Here you have the first nudge towards the fact that there is science behind storytelling. There is reason behind the fluff.
Good stories lead to neural coupling
Neural coupling refers to the phenomenon where a listener’s brain activity synchronizes with that of the storyteller. The stronger the neural coupling, the better the listener’s comprehension. Neural coupling, also known as mirroring, is seen using MRI scans while people listen to and share stories.
Through neuro coupling our brains respond to the characters and events in stories, as if we are experiencing them ourselves. This is why storytelling can drive strong connections – we have a shared neural experience.
Another thing to consider is that the more emotionally engaged we are with a story, the more our brains respond as if we are experiencing the story ourselves. This supports the argument to include emotions in business and data stories. So rather than just share the data try to share it in a way that stimulates an emotive response.
Listening to emotive stories releases dopamine …
When we encounter emotionally-charged events, our brain releases dopamine. This neurotransmitter plays a crucial role in memory regulation and supports our ability to remember things. When we engage in experiences that evoke emotions, such as listening to a compelling story, dopamine is released, enhancing our ability to remember what we hear.
If you consider events in your life that you can vividly remember they probably involved emotions and would have involved a release of dopamine. The same goes for great videos, such as TED talks, that you remember. Looking at the start of this article, it is the dopamine that would help you to remember the 2.5 petabytes / 50 million books – as long as the story was well told of course.
… and oxytocin
Oxytocin acts as a chemical messenger in the brain, signaling safety with regards others. It is responsible for empathy and narrative transportation. When the brain synthesizes oxytocin, people are more trustworthy, generous, charitable, and compassionate.
Strong, character-driven stories result in the release of oxytocin. This drives the behaviour that we often want when we need people to take action, such as grant a team budget or get buy-in to a plan. Tell the right story and people will trust you and have more confidence that you will deliver.
Emotions are needed for decision making
Along with the neurotransmitters helping us to support a speaker’s asks, there is also science to suggest that we need emotions to make a decision.
Neuroscientists have shown that decisions are based more on emotions than logic. They estimate that the rational brain is only responsible for about 5 to 10% of our decision-making. Researchers saw that patients who had brain damage in an area that helped to process emotions (prefrontal cortex), struggled to make basic decisions when choosing between alternatives.
Again here is the argument to include emotions in your narrative when you want people to make a decision. Just sharing statistics is far less likely to elicit an emotional response than when they are shared as part of an emotive story.
Whilst people do sometimes dismiss storytelling as a fad or something that is not relevant to them, or their data, the science says differently. Telling great stories results in a genuine impact on the brain which in turn can lead to an impact in desired actions. Storytelling is part of our history and we are hard wired to react to stories, as mentioned in my previous article.
Crafting these great stories can be easier said than done but there are techniques to doing this. With coaching and practice you and your team can turn your data into stories that really deliver. If you would like to know more about the coaching and training I offer in storytelling and presenting for impact please get in touch via LinkedIn or email alexandra.fulford@pharmguapa.com
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