The Culture of Storytelling

You’re not hearing me!

How many times have you said those words to your employees, or your kids?

What about your customer?

Why is it that so many people miss the point of our communication. It wasn’t for lack of emotion or emphasized importance, yet they didn’t hear the message – their ears heard the words, but their brain missed it entirely.

Did they miss the point, or did you miss tell it?

When we tell a story, it’s impact goes beyond the words or information communicated. It makes a connection that sparks an emotion which solidifies into a memory.

Neuroscientists are beginning to study the impact of storytelling on the consumer brain. In one Princeton University study, neuroscientist Uri Hasson found:

“The results showed that not only did all of the listeners show similar brain activity during the story, the speaker and the listeners had very similar brain activity despite the fact that one person was producing language and the others were comprehending it. “

These findings indicate that storytelling creates a formidable bond between the teller and the listener. When we hear a story, it engages us in the same way it does the person who is telling it…

Consider the Wynn Casinos culture of storytelling. In every department they have a pre shift meeting where they share a story – A story of something interesting that happened with a customer or how an employee went above and beyond. These stories create a powerful community bond where the values of the brand are shared, so they can be can be lived and breathed.

Storytelling isn’t just about creating advertising stories for our customers. Our most important consumer of our brand is actually the employees who most importantly represent the heart of our message.

Let’s start telling a story or two inside our culture and watch the heartbeat rise.

Like Maya Angelou said  “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”