The Contribution of Neuroscience   to the Art of Storytelling:  5 Lessons to Become Better        Communicators     Luca P...
Great storytelling has unique power tochange opinions and behavior
I need something tochange your mind…
“Emotion, feeling, andbiological regulation allplay a role in humanreason…We are not thinkingmachines. We are feelingmachi...
I need something tochange your mind… Confirmation Bias                     Charles Lord
The End of ReasonAppealing to logic with cold facts is noteffective. In fact, it can harden opinions.
The Giving StoryThomas Schelling   Paul Slovic   Deborah Small
SHOW…           1        …don’t TELL
Provide Evocative   2Scenic Detail
Keep it simple.       3Avoid complication.
“For sale: baby shoes. Never worn.”     -Hemingway
Mind-Numbing   4              Words to BanSynergisticValue-addedInnovationParadigmOut-of-the-boxShareholder valueEnd-to-en...
The Caring Story                                                   5           Left Brain                                R...
On the Same Wavelength
On the Same WavelengthThank You.Luca PenatiTwitter: lucapenatiEmail: luca.penati@ogilvypr.com
The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators
The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators
The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators
The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators
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The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators

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Inspired by our Global CEO, Chris Graves, at Ogilvy PR we have been following closely how certain advances in neuroscience are translating into the discipline of public relations and communications.

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The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators

  1. 1. The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become Better Communicators Luca Penati, Ogilvy Public Relations Worldwide BLUEMiND v San Francisco June 2nd 2011
  2. 2. Great storytelling has unique power tochange opinions and behavior
  3. 3. I need something tochange your mind…
  4. 4. “Emotion, feeling, andbiological regulation allplay a role in humanreason…We are not thinkingmachines. We are feelingmachines that think.”
  5. 5. I need something tochange your mind… Confirmation Bias Charles Lord
  6. 6. The End of ReasonAppealing to logic with cold facts is noteffective. In fact, it can harden opinions.
  7. 7. The Giving StoryThomas Schelling Paul Slovic Deborah Small
  8. 8. SHOW… 1 …don’t TELL
  9. 9. Provide Evocative 2Scenic Detail
  10. 10. Keep it simple. 3Avoid complication.
  11. 11. “For sale: baby shoes. Never worn.” -Hemingway
  12. 12. Mind-Numbing 4 Words to BanSynergisticValue-addedInnovationParadigmOut-of-the-boxShareholder valueEnd-to-end solution
  13. 13. The Caring Story 5 Left Brain Right Brain•  Sonic waves can retain an intensity of140 decibels, 100 times more intensethan the level known to alter thebehavior of large whales•  Sonar systems operate at more than235 decibels, producing sound wavesthat can travel across tens of miles ofocean•  Navy estimates that increased sonar On January 23 2009 More than 50 spermtraining will significantly harm marine whales beached themselves on a sandmammals more than 10 million times bar on Perkins Island,Tasmania." Credit: Tim Alexander/Marine Photobankduring the next five years off the U.S.coast alone
  14. 14. On the Same Wavelength
  15. 15. On the Same WavelengthThank You.Luca PenatiTwitter: lucapenatiEmail: luca.penati@ogilvypr.com
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