Scientific studies and neuroscience confirm for us the epic power of storytelling to reach and engage people. Because humans are wired to respond to a story, that is why storytelling drives sales.
In a research, study students were asked to make a one-minute pitch to their class. Only 1 in 10 of the students told a story. On average the students utilized 2.5 data points in their pitch. After all the students had pitched, they were asked to take a sheet of paper and write down what they remembered from each pitch. Only 5% of the students remembered the pitches containing data, however, the study showed 63% of the pitches made using story were remembered.
Stories are memorable.
Storytelling drives sales.
Want your presentations to be remembered, shouldn’t you be presenting your ideas using story?
This short visual story is the signature story of the company FedEx. The founder and Chairman of Fed Ex, Frederick Wallace “Fred” Smith narrates. Mr. Smith’s narration is delivered with a somber cadence befitting his experiences in wartime Viet Nam.
He describes how when bullets were not flying overhead, he would observe how military logistics, a combination of air and ground transportation could save peoples lives.
When he returned home after his active duty service was complete, he founded Federal Express, using the military logistics protocols he’d observed in Viet Nam.
The story of the founding of FedEx tells the signature story of how Mr. Smith saw something broken in the world and set out to fix it. Although it makes a compelling signature story for FedEx, it is a more powerful story about the founder and his desire to share his story as a tribute to the 58,220 who never returned from the war.
Every brand should have a founding. Do you have a story that describes why and how you came to found your business?
If you do not have a signature story ready to share, and you want to get started working on it, we are here to help.
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