Why Stories are the Key to Persuasion

What can an elephant teach us about the art of persuasion? Plenty.

Emotion is the six-ton beast stomping all over our desire for logical, rational thought. And that’s why stories are such an effective tool for influencing and persuading others.

What’s Emotion Got to Do With It?

We are not creatures of reason. Deep down, we make decisions based on emotion. Abundant research points to the role emotion plays in driving decision-making — sometimes to our detriment.

Neuroscientist Antonio Damasio ...