Technology is evolving at a lightning speed. Advertisers are using artificial intelligence and virtual reality to create ads that look very sophisticated. Media agencies are always keeping themselves updated with the latest algorithms that run social media and ‘hacking’ to grow quickly.
But human brains have been much slower to evolve. During our formative years in childhood, we have formed templates inside that help us navigate through the enormous amount of information that keeps coming at us. Majority of the time, the brain runs on autopilot.
Secrets of Storytelling
Let’s run a simple test. Close your eyes and listen to the sounds around you. What one sound draws your attention? Focus on that. Notice what happens to your thinking.
We give no meaning to the sounds we hear until we give them context. The context when put in a narrative format is what becomes a story.
The human brain receives, assimilates, and processes information very quickly. And a lot of the processes are run without us being aware.
Humans look for meaning no matter the technology or medium. Subconsciously we are looking to attach meaning to make sense of the things around us.
psychology behind the power of stories
Stories are recognizable patterns.
Humans have the ability to attach meaning to whatever they see in the world. It’s how we see shapes of animals in clouds or stars. Stories help to make sense of the information and world around us. Stories have patterns that people recognise. Stories help us understand each other by finding common things that connect us. Stories help us overcome differences and create a common ground for people to come together.
Stories are the primary form of communication.
Through stories, we share happiness, sadness, and hardships. It’s a tool to connect and collaborate with others and share ideas. Stories transcend time and generations. Jataka Tales and Aesop’s fables were written centuries ago, but they impart ways of living even today. Stories become an easy training ground to impart knowledge on how to live in communities.
Stories influence how we think.
Storytelling is the most powerful persuasion tool human beings have ever discovered. Even when the story is imaginary, it creates real emotional reactions. It invites the audience to become part of the story by triggering the right part of the brain. This changes how the audience thinks and behaves.
The need for human connection has gone up since the explosion of technology. When companies and brands identify and craft a core story, they create meaning and purpose that others can connect to. For leading significant change and growth, storytelling becomes an essential skill.