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19 January 2022

Why good story telling is good for business


From cave paintings to e-books, mankind has always loved a good story, and there’s no better way to reflect on that than National Storytelling Week (29 Jan – 5 Feb).

In fact, it’s testimony to the enduring power of storytelling that it flourishes even more during tough times.

With many workforces having spent most of the last 22 months working from home, smart organisations have realised that the way to improve communication, to engage remote employees and cut through information overload is to use the power of the story.

For many firms it starts at the top as the CEO or department head share stories of great walks, lockdown meals and home life on team calls. Storytelling is being used in motivating employees to use new tools and processes, to share purpose and stats, and to convey complex change.

Smart businesses have also accelerated the roll-out of collaborative platforms and apps to make it easier to find and share stories and experiences – everyday business storytelling is essential in a world where relationships, trust, and the ability to adapt are more important than ever.

And there’s a science to it too.

When a person listens to an emotionally charged piece of communication such as a story, the brain releases a chemical called ‘dopamine’ which stimulates memory and helps the person to remember that piece of communication accurately and for a longer stretch of time.

Escapism is also never more important than in times of crisis, and the pandemic has only strengthened our love of a good book.

The BBC reported that sales of fiction books rose by a third at the start of the first national lockdown, and the Guardian recently reported that sales continued to climb last year with more than 212m print books sold in 2021 – the highest figure of the last decade.

What’s amazing though is that, in a world where communication is often done in 20 characters or less and 50-second videos are the norm, people of every generation and every age are still willing to lose themselves in a more substantial read.

So, the good news for communicators is that our value has been amplified in recent years, because communicators are hard-wired to create great stories – in content planning, in word, in film and in design.

The power of good storytelling remains the same as it always has: a compelling story that’s clear, authentic and grips the reader from start to finish with flair and imagination.

Want to learn more about why good story telling is good for business, and how you can help leaders to apply it in your organisation? Click here to request our guide on ‘How to communicate through storytelling’.