People like narratives. They understand them. Narratives also affect the way people process information. If you use stories to present information to consumers you can influence their decision making process, their emotions, and their intention to purchase.

What may be even more interesting […] is the impact that stories have on the way we do our work.

When we use stories […] we are using a powerful method that fits the way people think, learn, and process information.

We have always noticed that when we use stories this way it helps get buy-in from stakeholders […] Now we know there is a research basis for the power of the story.”