From the course: Leading without Formal Authority
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Inspire others
- When was the last time you were inspired, and what made you feel that way? It was probably related to an intense level of emotion. Neuroscientist Paul Zak researched the physiological impact of emotional stories. He wanted to see if emotional storytelling made a difference in someone's behavior. Zak set up a scenario where he tried to get study participants to donate money to a charity. Now, he divided his participants into two groups, and took a blood sample before and after he told them either an emotional story or what he called a flat narrative, just the facts. And the flat narrative about the charity did not increase oxytocin or cortisol. And the participants did not report any empathy for the story's characters. Those who heard the emotive story experienced an increase in oxytocin and cortisol. And as a result, those people were willing to give 56% more money to the charity in the story. Zak concluded emotionally-engaging narratives inspire post-narrative action. So, what can…
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