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.

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

  • 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
  • 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 feelingmachines that think.”
  • 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-end solution
  • 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
  • On the Same Wavelength
  • On the Same WavelengthThank You.Luca PenatiTwitter: lucapenatiEmail: luca.penati@ogilvypr.com