People like narratives. They
understand them. Narratives also affect the way people process
information. If you use stories to present information to consumers you
can influence their decision making process, their emotions, and their
intention to purchase.

What may be even more interesting […] is the impact that stories have on the way we do our work.

When we use stories […] we are using a powerful method that fits the way people think, learn, and process information.

We
have always noticed that when we use stories this way it helps get
buy-in from stakeholders […] Now we know there is a research basis
for the power of the story.”

NARRATIVE PRESENTATION AND BUILDING BRANDS