All training, coaching and mentoring programmes have their strengths and weaknesses but the story-driven method is the most versatile, adaptable and targetable because stories can literally be built around a topic. And once the story is created it not only communicates its intended message, it also provides its own mnemonic that ensures the message is retained.
Stories bring data to life and make an emotional connection. It’s one thing to say, “x% of U.S. children are malnourished” but when you say “100,000 children like Sally don’t know if they’ll eat today” it becomes more emotive, memorable and powerful.
How much more memorable are stories? Cognitive psychologist Jerome Bruner believes a fact learned from a story is 22 times more likely to be retained. Perhaps because a story satisfies both sides of the brain.
Consumers hate being ‘sold’ to. But when selling messages are delivered through a story, audiences are more receptive. In fact, according to OneSpot research, 92% of consumers want brands to make their advertisements feel like a story.
In a classic study, researchers asked students to make one-minute persuasive pitches to their class. Most averaged at 2.5 statistics per pitch, only 10% used stories. Only 5% of respondents recalled even one statistic but 63% remembered the stories.
According to research by Headstream, if people love a brand story: 55% are more likely to buy the product, 44% will share the story and 15% will buy it immediately.
Heavy demand on our shrinking attention spans has raised the bar for what we consider worthy of our time. By engaging our interest, stories help to hold attention.
“Reports convey information. Stories create experience. Reports transfer knowledge. Stories transport the reader, crossing boundaries of time, space, and imagination. The report points us there. The story puts us there.” Roy Peter Clark, Poynter Institute senior scholar, in Writing Tools
The “human mind is a story processor, not a logic processor.” Jonathan Haidt, social psychologist and Professor of Ethical Leadership at New York University’s Stern School of Business
“There’s always room for a story that can transport people to another place.” J.K. Rowling
The Core Story uses a variety of techniques drawn a number of creative and business disciplines, including acting, strategy development, leadership development, broadcasting and journalism.
No. While The Core Story’s methods and approach are based on key, proven elements, the process is entirely bespoke with courses tailored to your needs. Why not contact us to find out more?
Coaching is delivered in a variety of ways depending on your needs and circumstances: Online meetings, webinars, town halls, masterclasses, In-house training, in your office… wherever you are.
Organisations, leaders and individuals wanting to improve communication, engagement. trust relationships, authentic leadership, public speaking.