Using the Power of Story to Persuade: Why It Works

More from the Future of Storytelling series…

This time it is Jennifer Aaker, social psychologist, General Atlantic Professor of Marketing at Stanford Graduate School of Business, and author of The Dragonfly Effectwho reinforces what ETY readers have already learned (Storytelling, the Dramatic Arc and EmpathyThe Future of Storytelling: Big Screen and Small). Stories, especially stories that:

  • Include characters ‘everyman/woman’ can relate to…
  • Use  language that invites the reader in…
  • Are memorable, impactful and personal…

…have the power to move others — not only emotionally and in the moment, but to action as well.

According to Aaker, those who tell the best stories will become the best leaders–leaders who can influence the adoption of new ideas our changing world demands.  Moving new healthcare initiatives forward can be a daunting task in an industry slow to adopt change. Combining the elements of good story used by best-selling authors such as Tim O’Brien (The Things They Carried), Ann Patchett (Bel Canto), and Carol Cassella (Oxygen), with related data, can frame those initiatives within a narrative all can not only identify with, but also lights a fire within that leads to the desired action. Hear what Aaker has to say about using the power of story to persuade in the short video that follows.

2 Comments on “Using the Power of Story to Persuade: Why It Works”

  1. Carole Hemmelgarn says:

    Absolutely loved this video. It is so true. Plan to use it in the future.


    • Tracy Granzyk MS says:

      From one lover of stories to another–so glad you can use it 🙂 If you haven’t read Tim O’Brien’s, The Things They Carried, it’s a must read for any writer/storyteller. It’s intense, but by far, my new, all-time favorite book on story. O’Brien is the best teacher I’ve found to date!

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