The Stories That Shape Us

I've always loved stories.

And I’ve always been struck by how a single story—just one—can completely shift the way we see something. How the narratives we tell ourselves (or the ones others tell us that we accept as truth) shape the way we move through the world.

Turns out, science backs this up: stories don’t just influence what we think, they shape how we think, what we remember, and even how we act.

65% of people retain information when it’s told as a story—compared to just 5-10% when it’s presented as a stat. And when we get pulled into a narrative, we become less likely to counter-argue, even if the story contradicts our existing beliefs. Messages framed as stories are 22 times more memorable than facts alone.

That. Is. Wild.

But here’s what really hit me: stories don’t just shape our decisions; they shape our identity.

I was listening to Dr. Martin Paulus , one of my favorite researchers, and he referenced a study showing that people who frame their struggles as redemptive stories—where challenges lead to growth—report higher well-being. That landed hard. Because I’ve always believed that the stories we tell ourselves shape who we become. And now, there’s a whole body of science proving it.

And as a marketing leader? I see this play out in companies just as much as in individuals.

The brands that tell a compelling human story don’t just win customers—they build movements. Movements that inspire, challenge, and change the future. Because storytelling isn’t just an art—it’s how our brains are wired. When we hear a great story, our brain mirrors the storyteller’s, creating connection and trust. A compelling story literally releases oxytocin—the “trust hormone”—making us more engaged, more moved, and more likely to take action.

Ughhh y'all I love marketing.

And I love how powerful storytelling is—not just in how we sell but in how we see ourselves. Because here’s the truth:

You get to decide which stories about yourself are true. You get to decide whether to accept the ones that have been handed to you—or rewrite them. You get to frame your own narrative, not just based on where you’ve been, but on where you’re going.

Your story is yours. And the way you tell it? That shapes everything.