People don’t think in terms of information. They think in terms of narratives. But while they focus on the story itself, information comes along for the ride. Stories, then, can act as vessels, carriers that help transmit information to others.

Jonah Berger
Jonah Berger

A professor at the Wharton School of the University of Pennsylvania. An expert on word of mouth, viral marketing, social influence, and how products, ideas, and behaviors catch on.

Narratives are inherently more engrossing than basic facts. They have a beginning, middle, and end. If people get sucked in early, they’ll stay for the conclusion.

When you hear people tell a good story you hang on every word. You want to find out whether they missed the plane or what they did with a house full of screaming nine year olds. You started down a path and you want to know how it ends. Until it does, they’ve captured your attention.

No wonder that stories provide a quick and easy way for people to acquire lots of knowledge in a vivid and engaging fashion.

Wanna know more? Follow the source!

The text above was taken and slightly edited from the following sources.

Contagious: Why Things Catch On

Contagious: Why Things Catch On (Book) by Jonah Berger

  • Marketing & Advertising
  • Communication
  • Content Creation
  • Storytelling
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