The Neuroscience of Story: How Stories Change Our Brains

Once upon a time, in a not-so-distant era, the world of neuroscience embarked on a quest to unravel the powerful impact of storytelling. What they discovered was that stories possessed a remarkable ability to shape our thoughts, emotions, and actions.

Stories, it seemed, held the key to unlocking profound transformations. For countless generations, stories had served as vessels for wisdom, passing down knowledge from one era to the next.

And the most potent stories found weren't limited only to entertainment. They permeated every aspect of our lives, from the narratives woven by businesses to the stories we tell ourselves about our identities.

“The stories we tell literally make the world. If you want to change the world, you need to change your story.” — Michael Margolis

HOW STORIES ENSURE OUR SURVIVAL

Picture our ancestors in the Stone Age, gathering around a crackling fire, sharing tales of their encounters with the wild. A group of men has just come back from their daily hunt. They're eagerly sharing a story of how they encountered - but escaped - a hyena. Through their experience, these men have been able to advise their fellow kin about how not to get eaten by a hyena.

Stories weren't mere entertainment but invaluable lessons in survival. And to this day, stories teach us how to navigate treacherous situations, evade danger, and seize opportunities.

Our survival hinges upon our capacity to cooperate, to protect each other from harm, and to learn from the experiences of those who came before us.

Through stories, we build upon the wisdom left by our predecessors, evolving as a species without repeating the same mistakes.

“A life becomes meaningful when one sees himself as an actor within the context of story.” — George Howard

But what is it about stories that affect us so deeply? Let us explore the intricate workings of the human brain and the impact of storytelling.

HOW STORIES AFFECT OUR BRAINS

From a biological standpoint, stories move us forward in three major ways:

1. They help us relate to one another
2. They spark connections between the left and right side of the brain
3. They help us remember and integrate what we learn

1) INCREASING CONNECTION ON THE DEEPEST LEVEL

Stories help us feel a greater sense of connection to one another. They can increase our empathy and often help reinforce our highest ideals such as compassion and kindness.

• Let the oxytocin flow
• As we connect with the characters in a story, our brain releases oxytocin, often known as the “bonding” or “love” hormone. This makes us feel close to the characters even though we may not have any physical or personal contact with them.
• According to Paul Zak of Claremont Graduate University, the amount of oxytocin released by the brain can even predict whether people will be willing to donate money to a cause associated with a story.
• The mirror hall of neurons
• Mirror neurons are activated when we observe another person perform an action or go through an emotion. Often unconsciously, we then mirror these actions or emotions.
• When we watch our favorite character fighting for his life on the movie screen, we feel fear and anxiety as if we were the ones being attacked. This is because their feelings are reflected in the mirror of our own neural wiring. The characters’ actions and emotions are quite literally mapped over onto our own brain’s sensory representations.
• A concept related to mirror neurons is neural coupling. Dr. Uri Hasson’s work has shown that the brain of the person telling a story actually synchs with the listener.

Through this deep connection to the characters, we blur the boundaries between our own feelings and theirs. This realization instills a sense of shared humanity, diminishing loneliness and fostering connection as we realize that we are all human beings who experience a wide range of emotions.

2) INCREASING NEURAL ACTIVITY: CONNECTING THE TWO SIDES

Facts and data primarily activate the left side of our brain—the center of language and analysis. Meanwhile, the right side of the brain is associated with creativity and intuition, allowing us to see the bigger picture.

Stories are the perfect concoction to engage both sides of the brain. The information presented stimulates the left brain. The cohesive structure that holds the story together stimulates the right brain. As a result, more of our brain is at work.

This synchronization activates more neural pathways, allowing us to forge connections between the presented information and our existing knowledge. Stories facilitate the integration of new experiences into our own narrative, expanding our understanding of the world.

3) REMEMBERING WHAT WE LEARN

Effective stories stir all sorts of emotions within us. Just think about how your favorite book or movie makes you feel as you follow its narrative.

Emotionally charged experiences imprint themselves deeper within our minds, enhancing information processing and storage.

Emotions signal to the brain that whatever we are experiencing is important. As a result, the brain pays much more attention and stores the information that is charged with emotion into deeper parts such as the cerebellum.

The more we relate to a story, the more likely we are to remember and act upon the lessons embedded within it. According to Morris et al., the emotional content of stories improves the odds that we will act on the information shared.

“Stories are memory aids, instruction manuals and moral compasses.” — Aleks Krotoski

3 TIPS TO CRAFT AN EFFECTIVE STORY

Armed with these insights into the impact of storytelling on the human brain, we now turn our attention to the art of crafting effective stories. When I write content or copy for clients to help propel their brand and business forward, these are some of the ingredients I use to cook up a story that engages, connects, and inspires.

1. CAPTURE ATTENTION THROUGH CONFLICT OR TENSION

Attention is the brain’s most precious resource. If we want the brain to spend its energy on taking in new data, there must be something at stake. A story that creates tension will likely capture attention as our brains see the possibility of learning something to help us avoid a threat or take advantage of an opportunity.

By presenting relatable problems, stories beckon our attention, promising insights that can help us navigate similar circumstances. So when sharing your story, don't be afraid to lean on emotion.

In storytelling, it is the relatability of the character’s problem to our own that makes us perk up and draws us in. That's why it's so important to know the audience that you're sharing your story with - what is going to spark their interest based on the problem that your story, product, or service could help them solve?

2. PUT YOURSELF IN THEIR SHOES

Empathy and connection lie at the heart of powerful storytelling. By understanding your audience's desires and fears, you can tailor your stories to resonate deeply with them. Think about the stories or brands you are most drawn to. They are likely ones that you can most see yourself in.

What are the greatest desires and fears of your audience? Cater your story to the people who you want to help or entertain most.

In marketing, when your audience sees themselves as the hero, with you as someone who guides and supports them, they become more fully immersed in the narrative.

If you are successful with these first two strategies, you will help your audience experience a phenomenon called “transportation.” This is where we enter into the land of the story, thanks to a cocktail of the cortisol from our heightened attention and the oxytocin from our sense of shared connection.

3. PROPOSE A SOLUTION IN A NOVEL WAY

Novelty is another potent ingredient for effective storytelling. Presenting information in a unique and fresh manner enhances its recall.

By straying from clichés and embracing innovative storytelling approaches, we ensure that our message lingers in the minds of our audience long after the story concludes.

The underlying elements of all stories are nearly identical. What differentiates a story is the novelty of the content or the way the content is structured. To help your audience remember or act on your message, present it in a new and unique fashion. Tell us your true, authentic view on a common topic - even if it feels controversial. The world needs more originality...more of YOU!

BEWARE YOUR INNER STORIES

Amid the tales we encounter, we must remain vigilant of the stories we tell ourselves. These internal narratives shape our perception of reality and influence our actions.

Limiting stories, filled with self-doubt and fear, have the power to hold us back, to hinder our growth and potential. Like a relentless predator, they trigger stress responses within us, manifesting as self-imposed nightmares. On the other hand, empowering stories, filled with confidence, compassion, and inspiration, have the power to help us become our best selves.

“The most important question anyone can ask is: What myth am I living?” — Carl Jung

The stories we believe about ourselves determine how we treat others and shape the narrative of humanity itself. If we cling to the notion of divisions and separations, we perpetuate a story of fear and discord. However, by embracing our interconnectedness and interdependence, we can craft a narrative of unity, compassion, and growth.

As we navigate the vast tapestry of our lives, let us harness the transformative power of storytelling. Let us create stories that inspire, connect, and uplift, for within them lies the potential to change not only our individual narratives but also the very fabric of our shared human experience.

Curious about more storytelling tips to propel your business and brand forward based on authentic personal connection? My friend Sarah Santacroce will be hosting a "Storytelling Like We're Human" workshop along with Hillary Rea, founder of Tell Me A Story, on Wednesday, June 7. I'll be there to learn from Hillary as well! If you want to join, you can sign up here.

How has effective storytelling changed your life? Is there a story that has forever transformed the way you see a certain part of your life? Drop in the comments below!