Stories are a fascinating subject.<\/p>\n
I like this post<\/a> from Bruce Kasanoff. He shares with us the story of a skiing excursion he took with his client 20 years ago. He presents it as a story, an exciting one, to \u201cshow you\u2014rather than tell you\u2014how memory works.\u201d He goes on to explain how stories are an essential way to lead others, raise money or sell an idea or product. I couldn\u2019t agree with him more on this point. We\u2019ve seen that stories are powerful and can make executives move. Stories often have the power to get executives to do something\u2014without having to bother with \u201cfill a business case template and go through the company process of prioritizing ideas for the next budget year blah blah\u2026.\u201d You know, all the stuff that gets in the way of getting things done!<\/p>\n Why do stories elicit this response? Unlike \u201cdata & stats\u201d that people can argue about for days and contribute to death by analysis, stories appeal to the right brain. It is as the Canadian Neurologist Donald Calne said:<\/p>\n \u201cThe essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.\u201d<\/i><\/p><\/blockquote>\n I\u2019m sure we can all agree action trumps conclusions when it comes to Customer Experience<\/a>.<\/p>\n To make a decision, we often need to feel an emotion. Neuroscientist Antonio Damasio studied people recovering from brain injuries, in which only the part of their brain impaired was where emotions were generated. The result was in practice they found it very difficult to make decisions<\/b> about where to live, what to eat, etc.<\/p>\n
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