Putting stories to work

Storytelling is a technique on the rise. Use it to better engage your audience and ensure your message sticks.

A popular proponent is Robert Frank, an economist at the Johnson School of Management at Cornell University, and author of The Economic Naturalist.

In a talk to Google employees, he argues that the study of economics is dismally taught and dismally understood. He suggests that rather than teach all the “horrible equations and graphs,” an alternative method should be deployed– that of storytelling and narrative. He says: “The form in which ideas are conveyed is important. Perhaps because our species evolved as storytellers, the human brain is innately receptive to information in narrative form.”

Frank says: “… in light of the low bar established by traditional courses, there seems little risk in trying something different.”