Commentary
Be More Effective Through Storytelling
- by dave.b , Max Kalehoff , May 7, 2010
New Scientist cites Chao Lu of China, who was able to recite 67,890 digits of pi from memory in 2005, making him a world memory champion.
I found the method used by memory champions interesting: "Many of them use a mnemonic method. Before starting to memorize a number, they associate a person or object with each four-digit number from 0000 to 9999. The digits of pi can then be translated into a sequence of these people and objects, which the memoriser links by making up a story. This helps add interest to the random sequence of numbers and pegs down the memory."
The power of storytelling and narratives is not a new discovery. Marketers have long known the power of narratives, and have been backing up the idea with hard science. And long before mass marketers existed, cavemen relied on narratives to share and pass along to generations critical information for survival. Memory champions' use of storytelling, even applied to one's self, is yet another reinforcement of how important narratives are to the performance of our brains and our human race.
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Which begs the question: If storytelling is so fundamental to humanity's performance, then why isn't the art, science and practical application of storytelling stressed more in child-rearing, education and work? It remains a subtle backdrop, yet incredibly influential in all that we do (or don't do). Storytelling should not be limited to Hollywood, literary fiction and creative writing classes. Storytelling is inextricably linked to effectiveness, so it should be prioritized and nurtured as such.
I cannot speak for others, but I stress storytelling in my college courses on communication. I tell my students that it is important to share information, but stories about people are what audiences want.
Remember the old Tasters Choice commercials? The whole thing was a mini-soap opera played out over a period of months, and attracted a huge following. That kind of narrative can be applied to nearly any product or service, and if it's well crafted, it becomes very sticky. I'm surprised more companies haven't used this approach.
Yes, loved the Tasters Choice commercials too, great example of storytelling. Our PR company's tag line is "creative solutions for conveying your message" but I suppose our unofficial one is that "we help you to tell your story." Non-profits especially need to put a face on the population they serve by telling a compelling story. Thanks for this article.