We know in our gut when we’re hearing a good story—and research is starting to explain why.

Read the full article at: greatergood.berkeley.edu

“Study after study after study finds that stories are far more persuasive than just stating the facts. For example, one found that a storytelling approach was more effective in convincing African-Americans at risk for hypertension to change their behavior and reduce their blood pressure. A study of low-performing science students found that reading stories of the struggles of famous scientists led to better grades. A paper published last year found that witnessing acts of altruism and heroism in films led to more giving in real life.”

“Indeed, stories actually seem to trigger the neurochemical processes that make certain kinds of resource-sharing possible. This biological activity can lead to profound behavioral changes, including costly acts of altruism.”


“…Stories bring us together, but they can also tear us apart. They can bring us joy but they can also incite hatred. We are all born with the power to tell stories. It’s a power we need to learn to use well and wisely.”



Leaders would be wise to note that storytelling is essential for any change effort.