WSP 14 — Memorable Storytelling: Mastering a Powerful Business Tool
Day(s): Saturday and Sunday
Course Format: Live Online (About Formats)
Duration: 2 days
Date(s): Nov 13—Nov 14
Time: 10:00 am—12:30 pm (PT)
Refund Deadline: Nov 6
Grade Restriction: NGR only; no credit/letter grade
Instructor(s): Carmen Simon
Class Recording Available: No
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 it is 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 course 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 course, 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.
This is a hands-on course. Come prepared to immediately apply the principles you learn and to work with your peers to see improvements in your approach to communicating content.
Carmen Simon consults with major corporations on human memory and decision-making processes. Simon is the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions. She received a PhD from Capella University in cognitive psychology, with a focus on neuroscience.
Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.