Zig Ziglar Taught Me about Storytelling, Now There Is Science

Jonathan Gottschall, author of The Storytelling Animal, says science backs up the long-held belief that story is the most powerful means of communicating a message.

“Until recently we’ve only been able to speculate about story’s persuasive effects. But over the last several decades psychology has begun a serious study of how story affects the human mind. Results repeatedly show that our attitudes, fears, hopes, and values are strongly influenced by story. In fact, fiction seems to be more effective at changing beliefs than writing that is specifically designed to persuade through argument and evidence”

Read the full article from Co-Create