Harnessing the Power of Stories

Stories are remembered up to 22 times more than facts alone.

Jennifer Aaker

When people think of advocating for their ideas, they think of convincing arguments based on data, facts, and figures. However, studies show that if you share a story, people are often more likely to be persuaded. And when data and story are used together, audiences are moved both intellectually and emotionally. When telling a story, you take the listener on a journey, moving them from one perspective to another. In this way, story is a powerful tool for engendering confidence in you and your vision. Stanford Marketing Professor Jennifer Aaker demonstrates the importance of story in shaping how others see you and as a tool to persuade. Aaker shares the elements of successful stories and makes the case for developing a portfolio of signature stories. Harnessing the power of story will enable you to be more persuasive, move people to action, and progress into your career.

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Key Takeaways

Our brains are wired to remember stories.

Stories are up to 22 times more memorable than facts or figures alone. Stories are an effective tool to advocate for your ideas, especially when you can weave facts and figures into your story.

Stories are important for three reasons.

Stories shape how others see you. The stories people tell about you influence how they see you: whether they would hire you, buy from you, or like you. The stories people tell about you also influence how you feel.
Stories are tools of power. When you tell a story, your audience slows down to listen. Sharing a story lets people hear your insights more effectively.
Stories persuade. Story can move people to action. You can persuade others by taking them on an engaging journey.

There are four elements of successful stories.

A goal. Why are you telling the story? Your goal should clarify what you want the audience to think,feel, or do at the end of the story. An effective goal considers where the audience starts and the journey to the endpoint.
Grab attention. Why would people want to listen to your story? Use a hook to reel the listener into the story. Hooks can be surprising truths, visual effects, or an unusual approach.
Engage. Why would someone care about your story? There are three elements that make a story relatable, engaging, and compelling.
- The story has a protagonist, or main character. The protagonist does not have to be the
- storyteller. He or she can be a member of your team, or even the customer.
- Something must be at stake for the protagonist. They need a clear challenge.
- The story has an arc. What does the main character have to go through to reach the goal?
Enable. If your story is shareable, people will spread your ideas more broadly. Why would someone want to share your story? Make your story memorable and easy to retell.

Test your stories on others.

Try telling your stories to others. Ask whether you’ve changed their perspective with your story. Did the story resonate? What were their “ah ha” moments? What didn’t make sense?

Additional Information

View Power of Stories Resources

Read more about Power of Stories:

To Increase Charitable Donations, Appeal to the Heart -- Not the Head: Wharton Business School Professor Deborah Small's research is the focus of this article on how using a story, rather than relying on facts, can motivate people to action by triggering their emotions.
The Science of Storytelling: Why Telling a Story is the Most Powerful Way to Activate Our Brains: Buffer co-founder Leo Widrichshares shares the science of why storytelling is so uniquely powerful.
Tips on Story: James Buckhouse, Managing Editor at Twitter, provides tips on how to create concise stories.
Women Entrepreneurs, Example Not Exception: In this TED talk, reporter Gayle Tzemach Lemmon uses her personal story and the stories of women she has discovered in her travels to explain how women entrepreneurs are key, yet often overlooked, in economic development.
How to Tell a Story: Six TED talks focus on the theme of "How to Tell a Story."
The Dragonfly Effect: Quick, effective, and powerful ways to use social media to drive social change: The Dragonfly Effect blog gives guidance on how to translate any idea or product into a powerful narrative that invites participation and drives results.
Resonate: In Resonate, Nancy Duarte provides necessary guidance for speakers to create visual stories and design presentations that connect them with their audience and lead them to purposeful action.
Story: In Story, Robert McKee reveals the methods that have led him to be regarded as the world's premier teacher on screenwriting and story, while also providing insights into the hidden sources of storytelling, the decisive differences between mediocrity and excellence in storytelling, and how story is about form, not formula.

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