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The Business of Storytelling

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The Business of Storytelling

Inspire Action, Build Trust, and Drive Results Through Story

Forbes Books,

15 Minuten Lesezeit
8 Take-aways
Audio & Text

Was ist drin?

Learn the art of great storytelling to drive decision-making, inspire listeners, and build trust.

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Editorial Rating

7

getAbstract Rating

  • Applicable
  • Engaging
  • Inspiring

Recommendation

Long before the dawn of TED Talks and boardroom pitches, people gathered to regale one another with stories, building community and connection. In this practical read, Don Yaeger, a National Speakers Hall of Fame inductee, explores the age-old art of storytelling in a business context, identifying what separates forgettable presentations from indelible, mesmerizing tales. He concludes that while there’s no single template for a perfect story, those that win people over are authentic and engage listeners’ emotions. Yaeger’s book is a must-read for anyone who has to pitch, present, or persuade for a living.

Summary

A well-told story triggers a biochemical reaction in the listener’s brain.

Long before the emergence of written language, storytelling served as the main way people learned from one another. Sharing stories and experiences — for example, that the bright-red berries growing next to the river are highly toxic — was crucial for survival; thus, people committed stories to memory for self-preservation.

Storytellers wield enormous power to shape how audiences feel and respond, because the human brain is hardwired to remember stories that trigger visceral emotional responses. When you hear a moving or fear-inducing tale, for instance, your brain reacts as though you yourself were witnessing the events described: You visualize the incident, anticipate outcomes, and become emotionally invested.

A well-told tale can trigger the release of a cocktail of neurochemicals:

  • Oxytocin — Moving stories flood the brain with this “love hormone,” which enables social bonding, collaboration, and trust.
  • Dopamine — A cliffhanger, plot twist, or compelling narrative arc unleashes this feel-good neurotransmitter, which sharpens the listener...

About the Author

Don Yaeger is a New York Times best-selling author, a National Speakers Hall of Fame inductee, and the host of the Corporate Competitor Podcast. 

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