That time Woolworths flew me to London to interview Jamie Oliver
Storytelling is at the very heart of human existence.
- It’s how we preserve history.
- Charismatic leaders harness its power to inspire nations.
- It’s a universally loved sedative for overtired little ones who protest they’re not sleepy yet *insert huge yawn*.
Anthropologists tell us storytelling is ubiquitous throughout every known culture, and scientific studies have shown it even has the power to change our brain chemistry.
How incredible is that?
If you’re still not convinced, check out the fascinating work of Professor Paul J. Zak, a pioneer of neuroeconomics.
His experiments show character-driven, emotionally charged stories cause the human brain to produce oxytocin (sometimes referred to as the ‘love hormone’ because it’s associated with love, trust and bonding).
It’s why, when you leaf through any newspaper or magazine, you’ll find most stories have a strong, emotive human interest angle.
Your brand story should be no different.
If you’re looking to get an edge over your closest competitor, a carefully crafted brand story is worth its weight in gold.
But don’t take my word for it, just ask Prof Zak.
“I advise businesspeople to begin every presentation with a compelling, human-scale story,” he told the Harvard Business Review.
- How I get inside the mind of your target audience
- How I uncover brilliant new angles
- Seeing your beautifully written story in black and white
- How my enthusiasm for your brand shines through every word