The Importance of Storytelling

What was the first story you’ve ever heard? You probably do not remember the exact moment-or the story-but you could say it was a long time ago.

And if I asked you, What was the last story you’ve told? You could probably say that you told it a little while ago.

Yes, we can say that stories are an essential part of our lives. We are constantly building and listening to stories that teach us, that help us to understand realities, allow us to communicate and ultimately connect us with others.

Storytelling is a fundamental communication method from human origins and I would dare to say that it has shaped our imaginary. According to Jeremy Hsu, personal stories make up 65% of our conversation.

However, storytelling is an “art” that we often forget to use in a planned way. It really is an important tool in politics, marketing, entrepreneurship, and in every aspect in which we want to communicate successfully.


Because we all love a good story. People are looking for stories that inspire us, with which we feel identified and that stimulate our imagination. As a brand, a good story can lead the product, service or idea beyond simply solving a need. A good story can relate to and connect with the user, make people care about what we do or offer.

What is the importance of telling a story?

First of all, I think we all hate when we feel like they are selling us something and we avoid or ignore those situations. Personally, when I tell a story, or someone tell me a story, I have seen better results than when simply explaining an idea, selling it or trying to make an impact on the person on the other side.

Here I outline the reasons why I consider storytelling important:

1.Captures the attention of the audience

I have observed that people are bored and do not pay attention to speeches with just data. Data is important for building trust and building our ideas, but people are emotional beings. A story generates empathy and activates our senses, which stimulates the emotions and allows us to experience the story that is being told and if it is a good one, like a light bulb, it attracts us.

2. It allows us to share values

People relate to others who share our same purposes, ideas and values. We can say that we form “tribes” according to our interests. This is also a trend that we see in the market, consumers are looking for companies with their own values ​​and, that connect with them.

According to Mediacom, 40% of consumers prefer brands that align with their own values

3. Generates engagement

You can have the best idea, the best product or be the best speaker on the planet, but if you do not make a connection, all effort is lost. When people hear a story, they relate more to the message you want to convey and they appropriate it. According to Uri Hasson this is the most effective way for people to join your idea.

Think about these questions:

Have you given money to the person who tells you their story or who simply asks you for money?

When you see a contest on TV, Do you feel more empathy with the participants of those who show a story or with those who do not?

In politics, Do you relate more to those politicians who tell what inspires them?

In social networks, do not you attract more accounts that allow you to know the user that allows you to connect through their experiences and ideas?

If your answer is yes, you can see that through your story empathy is generated, attracts attention and connects with others.

Definitely, People buy stories. A story can make us change the way we think, can convince us, connect and impact us. A story makes our idea, brand, product or service have soul.and is a tool that should be behind every good campaign and strategy. Do not miss the purpose and history of your company, enterprise or idea. Tell it!