THE SCIENCE OF STORY

As humans, we process the world around us through story - stories we tell ourselves, as well as stories we're told.

Neuroscientists who study the impact of story on the brain have quickly understood the immense impact that story has on the way we make decisions and live our lives.

As a result of research, we now know that we first process new information in the emotional region of our brain (the right brain), followed by the rational region (the left brain). 

This means that we're more engaged when people share emotion with us - fear, sadness, excitement, relief. When they're able to go beyond the transactional and to speak to our hearts.

It's no wonder then that numerous consumer studies illustrate how people are more likely to purchase from a brand if they believe in the brand's mission, vision, and story.

So, what's your story?!

Check out this page for great articles and resources around the science and power of story!