Why Your Brain Can't Look Away From Disaster

Why Your Brain Can’t Look Away From Disaster

A while back, we turned down a client. Their method was clear: tell a story that creates fear, use that fear to grab attention, then use the same fear to sell the service. We said no. It wasn’t a hard decision. But it stayed with me, because the method wasn’t wrong about how the brain […]

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Not All Vulnerability Is Equal

Not All Vulnerability Is Equal. Here Is What the Neuroscience Actually Says.

Why the most powerful stories are not the most painful ones. And why your brain knows the difference. Welcome to edition seven of our weekly newsletter. Every Wednesday, one storytelling insight you can use straight away. This week: vulnerability in storytelling. Why it builds trust. Why it triggers oxytocin. And why doing it badly can […]

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