POV: The universe is made of stories, not of atoms

In her book, The Speed of Darkness, Muriel Rukeyser hit upon a core truth of humanity and all who navigate life & business … 'The universe is made of stories, not of atoms’.

Yes, we need data to validate, numbers to authenticate, but words and stories create meaning and purpose, the entry point to any investment.

in the same way that people are driven by the power of dreams, deals are driven by narrative, belief systems & the brand.

We need to talk beyond facts, instead focussing on provoking and evoking, getting the audience excited and leaning in.

Stories are one of the most powerful tools you can use to engage and connect with your audience. The power of a single story goes far beyond simply relaying facts and data - stories emotionalise information. They give colour and depth to otherwise bland material and they allow people to connect with the message in a deeper, more meaningful way.

Organisational psychologist Peg Neuhauser found that learning which stems from a well-told story is remembered more accurately, and for far longer, than learning derived from facts and figures. Similarly, psychologist Jerome Bruner’s research suggest that facts are 20 times more likely to be remembered if they’re part of a story.

Another aspect that make storytelling so effective is that it works for all types of audience. Paul Smith, in 'Leader as Storyteller: 10 Reasons It Makes a Better Business Connection', wrote: In any group, roughly 40 percent will be predominantly visual learners who learn best from videos, diagrams, or illustrations. Another 40 percent will be auditory, learning best through lectures and discussions. The remaining 20 percent are kinesthetic learners, who learn best by doing, experiencing, or feeling. 

Storytelling has aspects that work for all three types. Visual learners appreciate the mental pictures storytelling evokes. Auditory learners focus on the words and the storyteller’s voice. Kinesthetic learners remember the emotional connections and feelings from the story.

Good stories do more than create a sense of connection. They build familiarity and trust, and allow the audience to enter the story where they are, making them more open to learning. Good stories can contain multiple meanings so they’re surprisingly economical in conveying complex ideas in graspable ways.

And stories are more engaging than a dry recitation of data points or a discussion of abstract ideas. 

So whichever side of the deal you’re on, never forget that investors buy compelling stories … and successful entrepreneurs, looking for growth capital or a strategic M&A partner, tell them.

Article by Rob Sherlock