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The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators

Luca Penati
Luca Penati

Inspired by our Global CEO, Chris Graves, at Ogilvy PR we have been following closely how certain advances in neuroscience are translating into the discipline of public relations and communications.

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The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become Better Communicators Luca Penati, Ogilvy Public Relations Worldwide BLUEMiND v San Francisco June 2nd 2011
Great storytelling has unique power to change opinions and behavior
The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators
The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators
The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators
I need something to change your mind
The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators
Emotion, feeling, and biological regulation all play a role in human reason We are not thinking machines. We are feeling machines that think.
I need something to change your mind Confirmation Bias Charles Lord
The End of Reason Appealing to logic with cold facts is not effective. In fact, it can harden opinions.
The Giving Story Thomas Schelling Paul Slovic Deborah Small
皆堰或安 1 dont TELL
Provide Evocative 2 Scenic Detail
Keep it simple. 3 Avoid complication.
For sale: baby shoes. Never worn. -Hemingway
Mind-Numbing 4 Words to Ban Synergistic Value-added Innovation Paradigm Out-of-the-box Shareholder value End-to-end solution
The Caring Story 5 Left Brain Right Brain ≒ Sonic waves can retain an intensity of 140 decibels, 100 times more intense than the level known to alter the behavior of large whales ≒ Sonar systems operate at more than 235 decibels, producing sound waves that can travel across tens of miles of ocean ≒ Navy estimates that increased sonar On January 23 2009 More than 50 sperm training will significantly harm marine whales beached themselves on a sand mammals more than 10 million times bar on Perkins Island,Tasmania." Credit: Tim Alexander/Marine Photobank during the next five years off the U.S. coast alone
On the Same Wavelength
On the Same Wavelength Thank You. Luca Penati Twitter: lucapenati Email: luca.penati@ogilvypr.com

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The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become better Communicators

  • 1. The Contribution of Neuroscience to the Art of Storytelling: 5 Lessons to Become Better Communicators Luca Penati, Ogilvy Public Relations Worldwide BLUEMiND v San Francisco June 2nd 2011
  • 2. Great storytelling has unique power to change opinions and behavior
  • 6. I need something to change your mind
  • 8. Emotion, feeling, and biological regulation all play a role in human reason We are not thinking machines. We are feeling machines that think.
  • 9. I need something to change your mind Confirmation Bias Charles Lord
  • 10. The End of Reason Appealing to logic with cold facts is not effective. In fact, it can harden opinions.
  • 11. The Giving Story Thomas Schelling Paul Slovic Deborah Small
  • 12. 皆堰或安 1 dont TELL
  • 13. Provide Evocative 2 Scenic Detail
  • 14. Keep it simple. 3 Avoid complication.
  • 15. For sale: baby shoes. Never worn. -Hemingway
  • 16. Mind-Numbing 4 Words to Ban Synergistic Value-added Innovation Paradigm Out-of-the-box Shareholder value End-to-end solution
  • 17. The Caring Story 5 Left Brain Right Brain ≒ Sonic waves can retain an intensity of 140 decibels, 100 times more intense than the level known to alter the behavior of large whales ≒ Sonar systems operate at more than 235 decibels, producing sound waves that can travel across tens of miles of ocean ≒ Navy estimates that increased sonar On January 23 2009 More than 50 sperm training will significantly harm marine whales beached themselves on a sand mammals more than 10 million times bar on Perkins Island,Tasmania." Credit: Tim Alexander/Marine Photobank during the next five years off the U.S. coast alone
  • 18. On the Same Wavelength
  • 19. On the Same Wavelength Thank You. Luca Penati Twitter: lucapenati Email: luca.penati@ogilvypr.com