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Harnessing the Power of Stories

Stories are remembered up to 22 times more than facts alone.

Jennifer Aaker

When people think of advocating for their ideas, they think of convincing arguments based on data, facts, and figures. However, studies show that if you share a story, people are often more likely to be persuaded. And when data and story are used together, audiences are moved both intellectually and emotionally. When telling a story, you take the listener on a journey, moving them from one perspective to another. In this way, story is a powerful tool for engendering confidence in you and your vision. Stanford Marketing Professor Jennifer Aaker demonstrates the importance of story in shaping how others see you and as a tool to persuade. Aaker shares the elements of successful stories and makes the case for developing a portfolio of signature stories. Harnessing the power of story will enable you to be more persuasive, move people to action, and progress into your career.

To Increase Charitable Donations, Appeal to the Heart — Not the Head: Wharton Business School Professor Deborah Small’s research is the focus of this article on how using a story, rather than relying on facts, can motivate people to action by triggering their emotions.

The Science of Storytelling: Why Telling a Story is the Most Powerful Way to Activate Our Brains: Buffer co-founder Leo Widrichshares shares the science of why storytelling is so uniquely powerful.

Tips on Story: James Buckhouse, Managing Editor at Twitter, provides tips on how to create concise stories.

Women Entrepreneurs, Example Not Exception: In this TED talk, reporter Gayle Tzemach Lemmon uses her personal story and the stories of women she has discovered in her travels to explain how women entrepreneurs are key, yet often overlooked, in economic development.

How to Tell a Story: Six TED talks focus on the theme of “How to Tell a Story.”

The Dragonfly Effect: Quick, effective, and powerful ways to use social media to drive social change: The Dragonfly Effect blog gives guidance on how to translate any idea or product into a powerful narrative that invites participation and drives results.

Resonate: In Resonate, Nancy Duarte provides necessary guidance for speakers to create visual stories and design presentations that connect them with their audience and lead them to purposeful action.

Story: In Story, Robert McKee reveals the methods that have led him to be regarded as the world’s premier teacher on screenwriting and story, while also providing insights into the hidden sources of storytelling, the decisive differences between mediocrity and excellence in storytelling, and how story is about form, not formula.

Jennifer Aaker

GENERAL ATLANTIC PROFESSOR OF MARKETING

STANFORD GRADUATE SCHOOL OF BUSINESS

EDUCATION MODULE PRESENTER

A social psychologist, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness. She co-authored the award-winning book, “The Dragonfly Effect: Quick Effective Powerful Ways to Harness Social Media for Impact.” A recipient of the Distinguished Teaching Award, Citibank Best Teacher Award, and George Robbins Best Teacher Award, she teaches courses like Social Brands, Designing Happiness, and How to Tell a Story.

Aaker received her PhD in Marketing, PhD Minor in Psychology, from the Stanford Graduate School of Business. She earned her BA in Psychology from the University of California, Berkeley.

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