WSP 14 — Memorable Storytelling: Mastering a Powerful Business Tool
Course Format: On-campus
Duration: 1 day
Date(s): Jan 26
Time: 10:00 am—4:00 pm
Drop Deadline: Jan 19
Grade Restriction: NGR only; no credit/letter grade
Instructor(s): Carmen Simon
10:00 am—4:00 pm
NGR only; no credit/letter grade
There has been so much hype lately on the impact of storytelling. We keep hearing the buzz about the brain being wired for stories. We know the importance of setting, character, and action as we devour news, novels, and movies. But there is so much more to storytelling, especially when applied to business settings. When telling a story in a business context, the most important question to ask is: Will this story influence others’ behavior? For a story to be persuasive, it has to be memorable, because your customers will make decisions in your favor based on what they remember. This workshop will help you to create the types of stories that stay on people’s minds long enough to influence their behavior. By the end of this workshop, you will be able to use three effective science-based techniques for making any story memorable in a business context and providing your audiences’ brains with elements they need to encode a story so it is memorable in the long term. You will also determine the optimal amount of narrative you can use when you communicate scientific and technical information. After all, you want to be memorable and credible in front of existing and prospective customers.
Carmen Simon, Cognitive NeuroscientistCarmen Simon consults with major corporations on human memory and decision-making processes. She has worked with AT&T, Google, Genentech, Microsoft, Adobe, and ESPN, among others. Simon is the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions. She received PhDs in instructional technology and cognitive psychology, with a focus on neuroscience.
Textbooks for this course:
(Recommended) Carmen Simon, Impossible to Ignore (ISBN 978-1259584138)