Storytelling

Challenge & Selection

Remember when you were a child, you always enjoyed the storytelling session in your school and

you looked forward to the bedtime story every night? It’s human nature that we love stories.

We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all

night, telling itself stories. — John Gottschall

Actually there is a scientific explanation behind it — when we hear a good story, a story that

resonates with us, a hormone called oxytocin tends to increase. Oxytocin boosts good feelings like

trust, compassion and empathy. It motivates us to work with others and influences our social

behaviour. If we infuse storytelling into your product design, your users would more likely love

your product, become your advocate and spread your story.

Application

1. Step 1: Create a product that resonates with your audience's life. ...

2. Step 2: Use plot and conflict to make your story more gripping. ...

3. Step 3: A good story needs at least one main character and a supporting role. ...

4. Step 4: Create a great setting to assist your storytelling.

Insight & Approach

Good storytelling demands understanding of the viewpoint of the audience, perhaps even the

audience’s audience to whom your story may be forwarded. To have good uptake and lasting

impact, it may benefit from viral attributes — simple messages, easy to read and pass on. A good

story takes an audience on a journey, one that may last over several stories. For an audience to

engage, it must care enough about your story to want to give it attention and then perhaps

forward it. They may not care about your main message, but love the way you put it, perhaps

finding it funny or interesting. If it is a multi-part story, they must care enough to look forward to

the next part. An audience that cares is more likely to be open to the change in their behaviour

you wish to create. So, in all storytelling, keep your focus on what the audience is seeing or

hearing, not on what you are telling or want to tell.


Storytelling Challenge & Selection Remember when you were a child , you always enjoyed the storytelling session in your school and you looked forward to the bedtime story every night ? It ’s human nature that we love stories . We are , as a species , addicted to story . Even when the body goes to sleep , the mind stays up all night , telling itself stories . — John Gottschall Actually there is a scientific explanation behind it — when we hear a good story , a story that resonates with us , a hormone called oxytocin tends to increase . Oxytocin boosts good feelings like trust , compassion and empathy . It motivates us to work with others and influences our social behaviour . If we infuse storytelling into your product design , your users would more likely love your product , become your advocate and spread your story . Application 1 . Step 1 : Create a product that resonates with your audience 's life . ... 2 . Step 2 : Use plot and conflict to make your story more gripping . ... 3 . Step 3 : A good story needs at least one main character and a supporting role . ... 4 . Step 4 : Create a great setting to assist your storytelling . Insight & Approach Good storytelling demands understanding of the viewpoint of the audience , perhaps even the audience ’s audience to whom your story may be forwarded . To have good uptake and lasting impact , it may benefit from viral attributes — simple messages , easy to read and pass on . A good story takes an audience on a journey , one that may last over several stories . For an audience to engage , it must care enough about your story to want to give it attention and then perhaps forward it . They may not care about your main message , but love the way you put it , perhaps finding it funny or interesting . If it is a multi - part story , they must care enough to look forward to the next part . An audience that cares is more likely to be open to the change in their behaviour you wish to create . So , in all storytelling , keep your focus on what the audience is seeing or hearing , not on what you are telling or want to tell .