The Structure of Stories


For thousands of years, people have been telling stories. In certain cultures, story tellers are revered and honoured. We, as human beings, love stories. They help us learn, they create a sense of belonging, they evoke strong emotions, they are the building blocks of entire cultures.

The reason why they are so powerful is because they speak directly to our unconscious mind, that part of us that is not rational but emotional, the intuitive side of being human.

Story-tellers and marketers have known that for a long time. Despite what we all would like to believe, at our core, we are not rational (look for posts tagged Behavioural Economics on this blog and on The MasterMinds NLP Tutorials blog). Edward Bernays, the father of Public Relation & ‘spin’ (or how to present negative things under a positive light) knew that we do not buy things based on the utility that the product holds for us, but mostly based on our emotional response to it.

So, theoretically, if someone had the trick behind telling THE perfect story, that person would have the power over our unconscious minds. Well, it seems some people do!

Nancy Duarte studies stories. She has told and heard thousands of them over the years, and she came up with a really interesting idea: the secret structure of great talks, those talks that will hook up your listeners. From Martin Luther King’s ‘I Have A Dream” to Steve Jobs keynote introducing the iPhone in 2007, she demonstrates how to structure your story or talk for greater impact in this TedX (great) talk.

Structure of Great Stories

Check out The MasterMinds public courses webpage to improve your communication.

Categories : Communication

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