Success Advice
Tell a Story, Don’t List Benefits – How the Science of Storytelling Will Transform Your Business

If you’d like to learn how to tell amazing stories so you can influence people to act, sign up for the free 90-Day Master Class hosted by the founder of Addicted2Success.com, Joel Brown.
In 2009, a man bought 200 objects on Ebay for $129 and sold them for $8000. How did he achieve an increase of 6202 percent? He did it by adding a story. He commissioned 200 writers to tell a story about each object. This experiment proved: the power of storytelling is real.
How can anyone justify wearing a pair of sneakers that costs at least four times the manufacturing price? The purchase is not rationalized by some extra rubber or innovative material, nor by a special fit or an extraordinary energy boost. We all know the truth: a sneaker is a sneaker. But by wearing a 100 Dollar sneaker you become part of a story.
At an auction, someone bought a Nike sneaker for $475,500, and it was not because of some rational benefits. It was because the buyer became part of a mythical sneaker history, where the shoes were made by Nike co-founder Bill Bowerman, who used his wife’s waffle iron to create a new kind of running shoe. It’s like owning the Mona Lisa.
Why doesn’t GoPro advertise the cool technical features of its camera on the front page? They could have said, GoPro has an unshakable HyperSmooth 2.0 stabilization and built-in mounting. Instead, they say, GoPro helps people capture and share their lives’ most meaningful experiences with others—to celebrate them together. Of course, they list the benefits. But first, they tell a story.
Many start-ups and entrepreneurs make a fatal mistake. They start with listing the benefits. The result? In a world where everybody is competing for attention—a limited resource to give—their business drowns in the noise. If you want people’s attention, you need to start with a story. Not just any story, but a compelling narrative with three ingredients.
The neurochemical “angel’s cocktail” you need for a good story
Paul Zak did an experiment where he showed people two types of short videos:
- a sad story about a father and son that had an intriguing start, a climax and a compelling ending
- a person walking about aimlessly during the video
The brains of the ones who watched the first video produced two neurochemicals: Cortisol and Oxytocin. Those people also took desired action—they made donations. The second video didn’t engage the audience’s brains in any way.
In a related experiment, people infused with oxytocin turned out to be 80% more generous than others when splitting money. David JP Phillips adds another hormone and calls it the “angel’s cocktail”—the mixture of the three chemicals you need for a compelling story.
“Good stories surprise us. They make us think and feel. They stick in our minds and help us remember ideas and concepts in a way that a PowerPoint crammed with bar graphs never can.” – Joe Lazauskas & Shane Snow
Dopamine—the attention hormone
“We discovered that, in order to motivate a desire to help others, a story must first sustain attention—a scarce resource in the brain—by developing tension during the narrative.” – Paul Zak
The release of dopamine motivates us, helps us focus and sustains memory. If you want to stand out from the noise that has become abundant in this world—and will increase in the future—you need this hormone.
In storytelling, dopamine is produced by creating tension and using a cliffhanger. Here’s an example: “You better not tell nobody but God” is the first sentence in Alice Walker’s masterpiece “The Color Purple”. It raises tension and questions you need answered. This way, it triggers the release of dopamine in the brain. We’re instantly paying attention.
Oxytocin—the bonding hormone
Empathy is the key to a story that inspires action. In a brand story, the hero is always the customer. Never make your brand or product the hero. This is a fatal mistake that has cost many businesses and products their existence.
To make the customer the hero, you need to understand him. What is his or her desire? What keeps him awake at night? What are her greatest problems and fears? If you know the answers, you can create a story that evokes empathy—that shows that you understand the customer and releases Oxytocin to build trust and form a bond.
“I’m obsessed with giving the audience something they don’t see coming.” – Jordan Peele
Endorphin—the happiness hormone
There is one ingredient added to the angel’s cocktail. One that explains why we love the Late Night Show, sitcoms and plain entertainment. Research firm PwC anticipates revenue from media and entertainment will reach an estimated $2.2 trillion by 2021.
Why do we spend so much money on being entertained and not informed? Because of endorphins that are released in our brain when humor comes into play. When your story makes the audience laugh, they feel more relaxed and creative. You need this desperately to combat the stress and anxiety of everyday life.
Start with an image
Stories are the pathway to engaging our right brain and triggering imagination. Start your story by creating a powerful image that both grabs the customer’s attention and will be remembered for a long time.
Find an image that triggers the angel’s cocktail by adding tension, empathy and entertainment. Let’s go back to Nike’s campaign: Equality isn’t a game. But achieving it will be our greatest victory.
It raises tension by asking: How can we achieve equality? And will we? It triggers empathy by creating a common cause that matters to the customers: equality. And it provides entertainment by the comparison between sports (‘game’) and a political cause.
Never underestimate the power of storytelling. A compelling story can increase the value of a product by over 6000 percent. If you want to stand out from the noise, use the science of storytelling.
But remember, the story has to be authentic. Storytelling in marketing is not about manipulation because sooner or later, your audience will discover a fake, and it will ruin your company. The power of storytelling means using a privilege and telling a brand story that provides your customers with a value they wouldn’t have found without it.
What do you think about storytelling? Is it something you’re good at & have seen the benefits? Share your stories with us below!
Success Advice
Why One-Size-Fits-All Leadership Will Always Fail (and What Works Instead)
The surprising truth about leadership styles that can make or break your team’s success.

Leadership has always been as much about people as it is about performance. Ken Blanchard, in his influential book, “The One Minute Manager”, put it simply: different strokes for different folks. (more…)
Success Advice
What Every New CEO Must Do in Their First 100 Days (or Risk Failure)
Your first 100 days as CEO could define your entire legacy, here’s how to make every move count

When Tim Cook took over from Steve Jobs at Apple, the world watched with bated breath. Jobs wasn’t just a CEO; he was a visionary, an icon, and a legend of innovative leadership. (more…)
Entrepreneurs
The Leadership Shift Every Company Needs in 2025
Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”
While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.
Why This Gap Exists
Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.
What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.
Tools and Techniques to Bridge the Gap
Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.
1. Practice Mutual Empathy
Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.
2. Maintain Professional Boundaries
Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.
3. Follow the Golden Rule
Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.
4. Avoid Micromanagement
Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.
5. Empower Employees to Grow
Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.
6. Communicate in All Directions
Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.
7. Overcome Insecurities
Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.
8. Invest in Coaching and Mentorship
True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.
9. Eliminate Favoritism
Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.
10. Recognize Efforts Promptly
Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.
11. Conduct Thoughtful Exit Interviews
When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.
12. Provide Leadership Development
Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.
13. Adopt Soft Leadership Principles
Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.
The Bigger Picture: HR’s Role
Mercer’s global research highlights five key priorities for organizations:
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Build diverse talent pipelines
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Embrace flexible work models
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Design compelling career paths
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Simplify HR processes
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Redefine the value HR brings
The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.
Treat Employees Like Associates, Not Just Staff
When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.
Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.
Entrepreneurs
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