The Power of Storytelling

Transform your approach to public speaking by drawing on these three science and psychology-backed insights:

1. Emotion, Not Information, Drives Connection and Action

One of the clearest findings from neuroeconomist Paul Zak’s research is that emotionally engaging stories trigger the release of oxytocin—a neurochemical associated with trust, empathy, and cooperation.

In his experiments, participants who watched a story with emotional stakes (a boy and his terminally ill father) not only reported stronger feelings of empathy, but were significantly more likely to donate to a cause afterward.

Zak’s conclusion?

“Stories are powerful because they transport us into the mind of another.”

💡 So, if your goal is to build trust, connection, or motivation as a speaker, don’t lead with your clever ideas. Lead with the story that makes those ideas matter.

2. The Brain Doesn’t Remember Data—It Remembers Narrative

Psychologist Jerome Bruner estimated that people are 22 times more likely to remember information when it’s presented in story form than as isolated facts or bullet points.

Why? Because story gives data structure, sequence, and emotion.Our memory systems evolved not to store trivia, but to retain lessons—especially ones about danger, desire, and change. Those elements live inside stories.

🎤 If you’re trying to make your message stick, find the human story behind your point. Who changed? What happened? Why did it matter?

3. We Trust People Who Tell Stories

Studies in social psychology show that storytelling builds credibility and trust more than assertions, statistics or credentials alone. This links to the concept of narrative transportation—the idea that when someone becomes absorbed in a story, they’re more open, more empathetic, and less likely to resist persuasion.

In fact, research by Melanie Green and Jennifer Garst shows that people are more likely to be influenced by a narrative than by logical argument, even when they disagree with the message—if they’re immersed in the story.

🎤 For speakers: Telling a relevant, emotionally truthful story builds rapport faster than a list of dry facts, figures and information.

If you'd like to explore how to use storytelling with skill and authenticity in your own speaking or leadership journey, reach out and make contact with me here