We’ve put a lot of emphasis on inspiring emotions, but how do we do that? Biology has given us that answer as well and it’s one of the few neuroscientific terms that doesn’t come with an unpronounceable name. It’s called a story. Our cerebral cortex is the brain structure that truly differentiates us from other animals and allows us to do what they cannot; imagine an experience without actually living through it. Storytelling is hardwired into our brain to trigger our emotions (and thus our dopamine), so we will learn the lessons we need to survive. Facts aren’t irrelevant - our intellectual side does care about them - but only to the extent that they can fit into the larger narrative we’ve already created for ourselves. In other words, for better or worse, we use facts to justify the decisions we’ve already unconsciously made based on the story not the other way around.
ne of the most powerful tools available to create emotional connections is video. 60 seconds of video has the same impact as 1.8 million words.
….To Be Continued….
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