“Human minds yield helplessly to the suction of story.”

Whenever I’m tasked with presenting a project status or explaining a complex concept, I find myself turning to storytelling. Why? Because stories have the incredible power to create vivid images in our minds, evoke emotions, and connect people on a deeper level. I’ve seen firsthand how a well-told story can spark action and leave a lasting impression long after a meeting or presentation is over.

𝑾𝒆 𝒂𝒓𝒆, 𝒂𝒇𝒕𝒆𝒓 𝒂𝒍𝒍, “𝒎𝒂𝒅𝒆” 𝒐𝒇 𝒔𝒕𝒐𝒓𝒊𝒆𝒔.

The stories we tell shape our identity, influence our decisions, and help us engage others. When we talk about projects, we’re really inviting people into a story. It’s the same with relationships—both personal and professional. We tell stories through our actions, through the way we dress, the brands we align with, and even the spaces we create. These stories build teams, organizations, and lasting bonds. In every relationship, romantic or otherwise, a shared story is what binds us together.

Years ago, I came across a book that beautifully encapsulates the power of storytelling: *The Storytelling Animal: How Stories Make Us Human* by Jonathan Gottschall. Here are some key insights that have stayed with me:

“We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.”

This is so true. Our minds are constantly working to make sense of the world through narratives. It’s how we connect the dots and bring order to chaos. Gottschall goes on to say:

“Story—sacred and profane—is perhaps the main cohering force in human life… Story is the counterforce to social disorder, the tendency of things to fall apart.”

In business and in life, stories unite us. They help bridge differences in goals, personalities, and backgrounds. They reinforce common values and strengthen our bonds as a society. As Gottschall puts it, stories are “the grease and glue of society.”

The relationships we build—whether with colleagues, clients, or friends—are all strengthened by the stories we share and create together. It’s this mutual understanding and shared narrative that fosters trust, collaboration, and innovation.
𝑰𝒏 𝒂 𝒘𝒐𝒓𝒍𝒅 𝒇𝒊𝒍𝒍𝒆𝒅 𝒘𝒊𝒕𝒉 𝒄𝒐𝒎𝒑𝒍𝒆𝒙𝒊𝒕𝒚, 𝒔𝒕𝒐𝒓𝒊𝒆𝒔 𝒔𝒊𝒎𝒑𝒍𝒊𝒇𝒚. They give us a way to communicate, connect, and align with others on a meaningful level. Whether you’re leading a project, managing a team, or building a personal brand, never underestimate the power of a compelling story. It’s not just about words; it’s about creating a lasting impact.

Marco Crescenzi