Comments on: The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become Better Communicators http://www.techprnibbles.com/2011/06/the-contribution-of-neuroscience-to-the-art-of-storytelling-5-lessons-to-become-better-communicators/ * A nibble is half a computing byte. A Tech PR Nibble is an insight or idea that can lead to conversation, a big idea or influence for a brand. The shared thinking of the global Ogilvy PR technology practice community; dedicated to Technology and Beyond. Participants in our social media world. Sat, 18 May 2013 10:41:58 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Luca Penati http://www.techprnibbles.com/2011/06/the-contribution-of-neuroscience-to-the-art-of-storytelling-5-lessons-to-become-better-communicators/comment-page-1/#comment-2168 Luca Penati Wed, 10 Oct 2012 00:13:57 +0000 http://www.techprnibbles.com/?p=981#comment-2168 Great insights, William. Thank you for your comment. We should talk :) Great insights, William. Thank you for your comment. We should talk :)

]]> By: William Seidman http://www.techprnibbles.com/2011/06/the-contribution-of-neuroscience-to-the-art-of-storytelling-5-lessons-to-become-better-communicators/comment-page-1/#comment-2167 William Seidman Mon, 08 Oct 2012 20:20:28 +0000 http://www.techprnibbles.com/?p=981#comment-2167 I really like this post, but I think it stops short of the real payoff implied by the neuroscience of storytelling. All of these examples involve a perspective where someone tells someone else a story (I guess that is what marketing does) and hopes the story somehow connects with the receiver. We have used stories as the foundation for organizational performance improvement for over 15 years and realized that the most important stories were those people tell themselves. When people form a story about themselves it profoundly effects attitudes and behaviors and it sticks forever -- much more than external stories. The key to generating these internal stories is to create discussions around the greater purpose of an organization (see Pink’s DRiVE). As people develop a story about their greater purpose, then move into a story about how they will achieve the purpose (we call this the “path to mastery) they change in two ways. First their internal sense of empowerment and control becomes much stronger so they are more intrinsically motivated. Second, their perspective changes from a limited, transactional view of an organization to a more transformational view of themselves and their organization. The science is strong that internal stories that stress purpose and mastery are the foundation for extraordinary sustained performance. I really like this post, but I think it stops short of the real payoff implied by the neuroscience of storytelling. All of these examples involve a perspective where someone tells someone else a story (I guess that is what marketing does) and hopes the story somehow connects with the receiver. We have used stories as the foundation for organizational performance improvement for over 15 years and realized that the most important stories were those people tell themselves. When people form a story about themselves it profoundly effects attitudes and behaviors and it sticks forever — much more than external stories.

The key to generating these internal stories is to create discussions around the greater purpose of an organization (see Pink’s DRiVE). As people develop a story about their greater purpose, then move into a story about how they will achieve the purpose (we call this the “path to mastery) they change in two ways. First their internal sense of empowerment and control becomes much stronger so they are more intrinsically motivated. Second, their perspective changes from a limited, transactional view of an organization to a more transformational view of themselves and their organization. The science is strong that internal stories that stress purpose and mastery are the foundation for extraordinary sustained performance.

]]> By: blue ocean strategy http://www.techprnibbles.com/2011/06/the-contribution-of-neuroscience-to-the-art-of-storytelling-5-lessons-to-become-better-communicators/comment-page-1/#comment-1995 blue ocean strategy Fri, 29 Jul 2011 06:25:41 +0000 http://www.techprnibbles.com/?p=981#comment-1995 We keep your page. Watch it offline again soon. Very interesting article. We keep your page. Watch it offline again soon. Very interesting article.

]]> By: Luca Penati http://www.techprnibbles.com/2011/06/the-contribution-of-neuroscience-to-the-art-of-storytelling-5-lessons-to-become-better-communicators/comment-page-1/#comment-1947 Luca Penati Mon, 06 Jun 2011 18:09:27 +0000 http://www.techprnibbles.com/?p=981#comment-1947 Couldn't agree more, Larry. Couldn’t agree more, Larry.

]]> By: Laurence Vincent http://www.techprnibbles.com/2011/06/the-contribution-of-neuroscience-to-the-art-of-storytelling-5-lessons-to-become-better-communicators/comment-page-1/#comment-1944 Laurence Vincent Sat, 04 Jun 2011 17:43:20 +0000 http://www.techprnibbles.com/?p=981#comment-1944 Thanks for this great post. Your last point is the one that I think kills most storytelling opportunities. Presenters get so caught up providing data that they lose the act of persuasion that lies at the heart of storytelling. They stop answering the question in the audience's head and start rambling about facts and figures that have no real context. I also think that a story works best when it creates very specific imagery. When we can see the idea in the storyteller's head, that's true success. Thanks for this great post. Your last point is the one that I think kills most storytelling opportunities. Presenters get so caught up providing data that they lose the act of persuasion that lies at the heart of storytelling. They stop answering the question in the audience’s head and start rambling about facts and figures that have no real context. I also think that a story works best when it creates very specific imagery. When we can see the idea in the storyteller’s head, that’s true success.

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