Big or small, our decisions are made on the right side of our brain, which is triggered by our emotions. Yes, later on we’ll rationalize these decisions with the left side of our brain, deciding if we made a good choice or not, so it’s important that the product, solution, or idea has substance as well. And when a story is memorable and impactful, whoever is telling the story, whether the author of a novel, the actor on a screen, or the CEO of a company, a personal connection is made with that storyteller.
