Communication: Storytelling is key to engagement

Evidence is a critical component in every manager's toolkit, but it is not used enough to inform crucial commercial decisions at boardroom level.

Communication: Storytelling is key to engagement

Dom RobertsonRPM

Studies in human psychology have found that if we are told something through narrative, we are more likely to relate to the message, absorbing it further and remaining engaged from start to finish. We only need to look at history to see how stories have shaped our lives and identities.

Narratives as powerful as the Bible, ancient myths and Shakespeare's prose speak to the heart, teaching us how to relate to one another and guiding us into action. Stories are easier on the ear than ad taglines. For a brand to...

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