We’re taught that the key to persuading people is to reason with them, but that’s not always the case. The key to persuasion is an entirely different mode of thought: storytelling. Building on insights from cognitive psychology and neuroscience, this discussion will encourage you to see the world in narrative terms, not as a claim to be argued or a pitch to be made but as a story to be told.
This is “narrative thinking” — a tool that many leading marketers and entertainment professionals already embrace. From Mailchimp to Warby Parker to The Walking Dead, Frank Rose, senior fellow at the Columbia University School of the Arts, showcases how to use stories to establish identity and turn ordinary people into advocates — and how you can do the same.
Rose is the author of the forthcoming book The Sea We Swim In: How Stories Work in a Data-Driven World and faculty director of the Columbia Business School Executive Education program Strategic Storytelling.
In this 30-minute webinar, you’ll learn:
• Why stories are more persuasive than factual appeals
• What narrative thinking is, and why it’s become so important
• What makes for a successful business story
• How stories work together to create a multiplier effect