The magical science of storytelling | David JP Phillips | TEDxStockholm | Summary and Q&A

TL;DR

Storytelling has the power to emotionally engage and influence people, leading to increased sales, bonding, and changes in behavior.

Key Insights

• 👀 Storytelling can significantly increase the value of objects, as seen in the "significant object study."
• 🎦 People willingly suspend disbelief while watching unrealistic movies like James Bond, leading to the desire to be like the characters.
• ▶️ Emotional investment plays a crucial role in storytelling by releasing hormones that can influence behavior.
• 🥺 Storytelling can induce the release of dopamine, oxytocin, and endorphins, leading to increased focus, bonding, generosity, and creativity.
• 💍 Creating suspense, empathy, and laughter through storytelling can be effective in engaging and influencing an audience.
• ❓ Functional storytelling involves understanding one's own storytelling ability, documenting stories, and selecting the appropriate story to evoke the desired emotional response.

Transcript

Translator: Florencia Bracamonte Reviewer: Tanya Cushman In 2009, a man, a journalist by the name Rob Walker, wanted to find out this: Is storytelling really the most powerful tool of all? And in order to do this, he went on his computer, and he bought 200 objects from eBay. And the average price of the objects was about one dollar. He then called ... Read More

Questions & Answers

Q: How did the value of the objects in the "significant object study" change after stories were added?

The value of the objects significantly increased, such as a horse's head bought for 99¢ selling for $62.95, resulting in a 6395% increase. Overall, the 200 objects were bought for $129 and sold for $8000.

Q: How does storytelling influence people's behavior?

When people watch movies like James Bond, they become emotionally invested and may desire to be like the characters. This can lead individuals to purchase similar items or imitate the behavior of the characters, resulting in changes in behavior.

Q: Why are people easily influenced by storytelling?

People's emotional investment in a story can lead to a decrease in critical thinking and objectivity. Hormones like vasopressin, oxytocin, serotonin, dopamine, and endorphins released during storytelling can affect brain chemistry and make individuals more susceptible to influence.

Q: How much revenue is generated by product placement each year?

PQ Media reports that product placement revenue amounts to 10.5 billion dollars annually.

Q: How did the value of the objects in the "significant object study" change after stories were added?

The value of the objects significantly increased, such as a horse's head bought for 99¢ selling for $62.95, resulting in a 6395% increase. Overall, the 200 objects were bought for $129 and sold for $8000.

More Insights

• Storytelling can significantly increase the value of objects, as seen in the "significant object study."

• People willingly suspend disbelief while watching unrealistic movies like James Bond, leading to the desire to be like the characters.

• Emotional investment plays a crucial role in storytelling by releasing hormones that can influence behavior.

• Storytelling can induce the release of dopamine, oxytocin, and endorphins, leading to increased focus, bonding, generosity, and creativity.

• Creating suspense, empathy, and laughter through storytelling can be effective in engaging and influencing an audience.

• Functional storytelling involves understanding one's own storytelling ability, documenting stories, and selecting the appropriate story to evoke the desired emotional response.

• Storytelling has been a fundamental part of human communication for thousands of years and is more aligned with our brain's natural processing than modern tools like PowerPoint.

Summary & Key Takeaways

• Journalist Rob Walker conducted the "significant object study," buying 200 objects from eBay and asking 200 authors to write stories about them. The objects were then sold, and their value significantly increased after the stories were added.

• People are easily influenced by stories, which is why product placements in movies generate billions of dollars each year.

• Emotional investment is key in storytelling, as it can release hormones like vasopressin, oxytocin, serotonin, dopamine, and endorphins, leading to a less critical and more invested audience.