How can we convey ideas and emotions in an efficient way?
Communication through storytelling is powerful because the majority of persons can understand cause and effect with no need for abstract models (Storr 2019).
Author and screenwriter Robert McKee explains that stories fulfill a profound human need to grasp the patterns of living, not merely as an intellectual exercise, but within a very personal, emotional experience.
Storytelling is a great way to persuade people by uniting an idea with an emotion. In a story, you not only weave a lot of information into the telling but you also arouse your listener’s emotions and energy.
Storytellers deal with this fundamental conflict between subjective expectation and hard reality. You want to display the struggle between expectation and reality, as hard as it is. In a story you can create scenarios of possible future events to try to anticipate the life of your company or your own personal life.
Suppose the case a startup that looks for investors to finance the development of a new drug. Instead of describing the new chemical compound that prevents heart attacks with slides, statistics and market surveys, entrepreneurs can tell the story of one of the founders who recently lost his father to a heart disease. The startup founder believes the company mission is to create a medicine to prevent this risk. He knows that a protein is present in the blood just before some heart attacks. If the company develops a drug that is easy-to-administer after a low-cost test, he sees that thousands of deaths can be prevented every year in the US alone.
STAR is a way to tell compact stories, it is an acronym for:
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