Why Storytelling is the Ultimate Weapon

by Jonathan Gottschall, Distinguished Fellow, Author, Speaker based on his article in FastCompany In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival. In his book, Tell to WinPeter Guber argues that humans simply aren’t moved to action by “data dumps,” dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion. The best way to emotionally connect other people to our agenda begins with “Once upon a time…” Anecdotal or Scientific? Plausible enough. Claims for the power of business storytelling are usually supported…