Nothing is good or bad but for the story you tell yourself about that thing, person, event, system, or organization. Stories are processed on a subconscious level, and ultimately—wanted and unwanted—shape your thoughts and behaviors according to subjective connections and expectations. They are tied to all of the personally emotional experiences you’ve had, appearing in 48 pt. bold type in your brain, while other concepts, statistics, and words of advice appear in 8 pt. italics. Training can also write a story in bold 48 pt. type. Produce enough emotion and the memories of these stories are filed right up front, followed by old habits and routines.
The military is good at this. U.S. special operations training combines sleep deprivation, stress and danger to produce enough emotion to engrave particular routines of interpretation, emotion and behavior that override various individual routines with specific collective routines of precise interpretation and coordinated action. It’s a very effective process. However, it is unlikely you can kidnap your audience, deprive them of sleep, and embed them into simulations that deliver good emotions for teamwork and unpleasant emotions for deviance. However, you can create real experiences and use words, images and sensory stimulation to deliver a virtual experience of the values you can deliver with your product or service.
The neural story network
As a matter of fact, the military is so interested in the power of story they gathered the best behavioral scientists, neuroscientists, and brain scanning machines available to dig into the matter. Author and storytelling expert Kendall Haven reports they confirmed that the brain uses a “neural story network” to interpret reality (even random events) as stories in order to release the right chemicals (producing emotions) to prompt previously successful routines of behavior....
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