I sure love a good story.
That’s why, back in November, I found myself sitting in a Phoenix conference room chatting with a small group of people about how best to interest others in our story and to persuade listeners or readers to act on our story.
He is an adept storyteller himself, and he walked the group through the steps of crafting a tale that leads readers and viewers to a conclusion. In the workshop, he used a 68-year-old video to demonstrate that “the brain is helpless to the suction of story.”
Confused? Here is how Park Howell describes it:
“In 1944, psychologists Fritz Heider and Marianne Simmel created this animated film to test the brain’s compunction to create stories, even out of the most crude stimuli. Of the 114 people that watch this short film, 113 of them knitted together a story of what was happening, and only one said it was just shapes moving around a screen.”
That video and Park’s words struck a chord with me, and I think they would do the same with anyone who has ever argued to a jury. As jury consultant Dru Sherrod told us in a recent Arizona Attorney Magazine, “Jurors bring to the trial this whole lifetime of collected stored scripts. When jurors hear something in the trial that evokes a stored script, they immediately map that life experience onto the trial information.”
So we know on an intellectual level that “story model research” is correct when it instructs about the power of stories to persuade. But practice is what’s needed—and what Howell offered our small group.
On this Change of Venue Friday, I invite you to see more of the stories he spins in his own blog. Whether you are interested in sustainability, marketing or simply in stories well told, take a look. I’m suspecting you may opt to bookmark his insights or opt for the RSS feed.
A recent post of his reminded me that the use of the word “green” may be getting a bit green around the gills. What’s needed, he argues, are not mere catch-phrases, but “genuine stories of sustainability.” True enough, I think, for every industry, including law.
After reading that, head over to his firm’s “Backstories” page, where you can see a selection of the impressive work they have done for clients, many in the most sustainable of industries.
Have a great weekend.Follow @azatty