Emotional Engagement

Why aren’t we using more stories in business?

Psychology studies repeatedly show how story deeply influences our attitudes, beliefs and decisions.

Yet despite the importance that persuasion plays in ensuring you get the outcome you want for your business, most executives admit that they struggle to communicate clearly and fail to inspire.

Research carried out by the Carnegie Institute of Technology reveals a staggering 85% of individuals’ financial success is down to that person’s ability to communicate, negotiate, and lead.

Only 15% was attributed to technical knowledge.

Yet even the smartest leaders quickly slip into the cold world of acronyms and jargon in an attempt to persuade. You know the drill: they open a 60 slide presentation and bulldoze their way through the deck that’s stacked with logic. But as research has shown pure reasoning may make the logical point, but it seldom moves people to action