“Once upon a time” is the classic beginning of any story. And as it turns out, a story is the classic beginning of any good marketing message. As humans, we are wired for the circular nature of storytelling. We crave it. We are taught it as toddlers and continue to seek it out throughout our adult lives. Thus, storytelling is the secret to a powerful brand message.
Apple launch events, campaign speeches, graduation speeches, TED talks, Serial, This American Life, The Moth — we are fascinated by the art and science of good storytelling. But what makes a good story? In my view, a good story passes what psychology professor Dacher Keltner calls the “goosebumps test,” because the storyteller moves the audience to awe.