Kindra Hall

“Just one factor alone wasn’t enough to get those results: you needed both attention and trust. What Zak had shown in the lab was the neurological basis for what storytellers have known for ages: stories focus your attention and forge bonds, based in trust, between people. In essence, Zak’s research showed how story placed people at the intersection of captivation and influence.”
― Kindra Hall, Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business

“The strongest, stickiest stories are those that master this final component. Using specific details in a story is a way to illustrate how well the teller knows the audience. If, for example, you’re telling a story to a 1980s audience, a detail could be a boombox. If you’re telling a story to an audience made up of a lot of parents, a detail could be wrestling a stroller into the trunk of a car. Each use of a detail signals to the audience how deeply the teller understands them and builds a strong connection between the audience and the teller and the message.”
― Kindra Hall, Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business