1rZwMNa

The Ape, the Adman, and the Astronaut
There has been a longstanding split in the communication business in
terms of approach.
Right brain/left brain. Gut feel versus logic; intuition and emotion versus
facts and figures.
In the red corner were the creatives. Noisy, boisterous, scruffy. Full of
passion, hard to control, and quite often rude.
In the blue corner were the tie-wearers. Rational, dispassionate,
levelheaded, logical. Usually polite.
The red corner was indulged, but the blue corner was taken seriously.
The wares of the red corner were used — prized, even — but never
entirely trusted.
When it came to telling their story, the blue corner didn’t use story, they
used PowerPoint.
This was despite centuries of evidence that clearly showed man to be an
emotional and irrational being. That the way to persuade him was to speak
to his heart, not his head.
Over the past or so years the supremely rational neuroscientists have
been accumulating the evidence to back up the red corner's case.
Man is a storytelling ape. He understands the world through story, and
this is the way to move him.
The debate is no longer academic, if it ever was.
The rise of social media has changed the landscape for good. It is no
longer just desirable to use storytelling — it is mandatory. The audience has
formidable power. They won’t thank you for boring them.
Now more than ever, they want great stories that touch the heart.