In the world of entrepreneurship and business, the ability to convey a compelling story and pitch your business can be the difference between securing
investment and fading into obscurity. The art and science of storytelling is key.
Today, neuroscience shows us that when we are engaged in a story, dopamine, cortisol, and oxytocin are released. But why is this important? Well, dopamine, which helps to regulate our emotional responses, causes our concentration and interest to heighten, keeping us engaged. While cortisol is most often associated with stress, it has positive elements too; it assists us with formulating memories which helps ideas stick. Oxytocin, then, assists in creating deeper connections with others.
Storytelling is meant to give meaning to the audience. It might reveal to them a new perspective and or give them the drive to think or act in a new way or make a new choice. However, emotion does not have to mean personal. Steve Jobs was a master storyteller in his product launches – he didn’t just unveil products; he told stories about how they would change people’s lives creating an emotional connection between them and the product. He made technology personal and relatable, fostering an emotional connection with Apple’s products. In 1998, at the launch of the iMac, to be the flagship of the brand’s comeback, he did not rattle off a list of technical specs.
Take a moment before you go on stage to ground yourself. I advise a simple breathing technique to lower the cortisol from ‘overload’ to ‘helpful’ which will lower a distracting pounding heart to a more useful level as well as enable you to consciously alter the initial pacing of your language if needed.
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