Stories in Business: Why this underutilised tool deserves attention

Stories are one of the most underutilized tools in business communication. This despite the fact that they’re easy to remember; they make abstract ideas concrete; and they create an emotional connection that data alone cannot. When the goal is to change attitudes, beliefs, or behaviour, research consistently shows that a well-told story outperforms facts and […]

The Power of Stories: The Science Behind It

Have you ever watched a film and felt your heart racing when the lead actor faces grave danger? Have you noticed your facial expressions softening when a novel’s hero suffers a terrible tragedy? This is empathy at work. It’s one of storytelling’s deepest powers. In 2010, researcher Uri Hasson of Princeton University found that the […]