At this time, when we’re fighting against “fake news,” we’re right to be more and more vigilant vis-à-vis the information that we are given. Among the techniques that allow us to focus our attention on one subject or to improve the plausibility of another, storytelling has a prominent place. In line with green washing, is there a risk of “story washing?” In other words, will the use of storytelling become synonymous with dissimulation?
We have often talked about the topic of manipulation and the question is still relevant. Our view is clear on the subject: it is not the suitability of the tools that is in question, but the sincerity of those who use them. Storytelling is just a tool that helps structure your remarks. It is just as inappropriate to condemn storytelling as it is to condemn PowerPoint because you’re bored with a presentation!
On the other hand, we are convinced that rejecting storytelling techniques, because they could be misused, is not only excessive but dangerous. The more we master these techniques, the more we are able to detect them. You can then be better able, if need be, to either distrust or appreciate the moment, from the point of view of a connoisseur.
Storytelling is a proven method, simply because the human brain loves stories. And it is precisely the mission of the method behind the HUBSTORY: to turn your ideas into captivating and inspiring stories. It is up to the speaker to be clear about his intentions and up to the audience to know how to put things into perspective.
There are 3 cases where storytelling is a precious tool for those whose job it is to push the boundaries and propose new projects:
- Capture and hold attention: Every speaker’s dream is to captivate their audience from the beginning to the end of their speech. Luckily, the audience has the same wish! And to hold their attention, there’s nothing like telling a story. Indeed, stories stimulate our brain by creating permanent connections between new information and what we already know. It is the thread of coherence that activates our curiosity and awakens the desire to know more.
- Optimize memorization: The information we receive is more easily memorized when associated with an emotion. Indeed, these emotional stimuli are real anchors that allow us to find and reconstruct our memories more effectively. In addition, the memorization process is also improved by repetition. And a good thing that is: storytelling responds to both of these expectations by arousing emotions and proposing a structure that invites repetition and recall of key issues.
- Enable decision-making: When one procrastinates, one is often in the habit of disassociating one’s head and one’s heart. Mistakenly so! Because emotions have a major role in the decision-making process. You have to know how to be wary of your own emotions as well as those of others. But you must not forget that the rational aspect generally comes second, in justifying a decision that has already been made. Going into storytelling mode will allow you to stimulate a decision by showing coherence between the emotions that drive you and the objectives you are pursuing.
Finally, the question is not so much whether storytelling works in every case, but rather, whether it will be appropriate for you. And, it you speak with the ambition to do everything to boost attention, recall and decision-making, then yes, storytelling will be your best ally.