Charles Jacobs explains the motivational impact of stories in his article A Mind for Selling:
Because a story is not an argument, it doesn’t summon up reason in defense. Stories ask only that we entertain them, and when we do, we rehearse the view of the world they embody. If we find it more attractive or a better fit with our experience, we adopt it. Because stories are experiences, they address both the intellect and emotions that drive our decision-making....
The burning question for most managers is how do I get people to do what I need them to do. The real lesson of brain science is to forget about using reason, reward, or punishment to motivate people, and to focus on using ideas conveyed through a story to change the way they think. When we tell a story that’s good for ourselves and in the best interests of others, people will be motivated to support us.
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