Brain. Behaviour. Story.

People have been communicating with stories for ages, because stories are convincing and are memorable. Christopher Graves spend 6 years studying the art of storytelling and studied 800 pieces of primary research, to confirm this conventional wisdom. His conclusion was that narratives (stories) lie at the very core of success of all forms of communication. Our business. One of his key findings was that people (especially young people) cannot make decisions based on cool, hard analysis alone. Therefore emotional narrative beats analytical massaging. Because all human decisions depend on emotion.