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In an age where robots and automation are displacing humans in nearly every function, one human skill remains irreplaceable: storytelling.
In The Storyteller’s Secret: From TED Speakers to Business Legends, Why Some Ideas Catch on and Others Don’t (St. Martin’s Press; Feb. 23, 2016), bestselling author and communication expert Carmine Gallo explains why storytelling and its power to build emotional connections will become increasingly valued in tomorrow’s workplace.
With inspiring examples, Gallo show how storytelling leaders of such powerful brands as Apple, Virgin, and Southwest Airlines have attracted valuable talent and achieved admirable success by telling their stories well. In short, ideas and brands that catch on are wrapped in story.
In a book which is both exploratory and practical, Gallo features over 35 leaders and visionaries like Richard Branson, Bryan Stevenson, Joel Osteen, Steve Jobs, Sheryl Sandberg and other who create storytelling (and compelling stories) as important elements in their journeys.
The Science of Storytelling
While the roots of storytelling are ancient, Gallo shares the latest science that proves its impact, which only became evident in just the past decade. Neuroscientists helped us understand why the brain is hardwired for story, and why some stories trigger a rush of neurochemicals like cortisol,oxytocin, and dopamine. These elements cause people to pay attention, form empathy and feel good, helping explain why nothing moves hearts and minds like a great story.
The science of storytelling that Gallo uncovers here helps explain why:
- Some TED talks go viral – and others are forgettable;
- Some leaders start movements – and others miss the mark;
- Some companies have high employee engagement – and others see high turnover;
- Some non-profits raise millions of dollars – and other struggle;
- Some job candidates stand out and others can’t persuade recruiters;
- Some entrepreneurs change the world – and others don’t;
Why do we need to hone our skills at storytelling? Because the ability to package ideas into a compelling story is one of the most proven skills that makes leaders successful. The power of narrative allows messages to make a difference (and not fall on deaf ears) – is a skill as important for visionary leaders and political candidates, as it is for business leaders, professionals, parents, teachers, and job seekers.