The Power Behind a Good Story
“100,000 years ago, we started developing our language. It’s sound to say that we started using storytelling to transfer knowledge from generation to generation. 27,000 years ago, we started transferring knowledge from generation to generation through cave paintings. 3,500 years ago, we started transferring knowledge from generation to generation through text. 28 years ago, PowerPoint was born. Which one do you think our brain is mostly adapted to?” (Philips, 2017).
In these few sentences, David JP Phillips—public speaker, author, and professional storyteller— clearly explains our love for good stories. They have been a natural way to convey information for ages. The only difference between us and our ancestors? Instead of sharing stories while sitting around the fire, we now tell them during lunch breaks, via social media, on websites, at school, or at a bus stop. Stories have been our companions since the very beginning of language development and still shape our daily lives.
But what makes a great story? What happens in our brain when we hear one? And how can we use that knowledge to our advantage? Let’s find out!
Invisible Connection
How do you feel when watching a gripping movie? One packed with action and unexpected twists, like James Bond? Or an emotionally charged love story, like The Notebook?
In the first case, your heart races, your muscles tense, and you fidget in suspense, wondering if the main character will survive the next scene. In the second, you suddenly find tears in your eyes, not even sure when they started forming. Why does this happen?
In the 1980s and 1990s, neurophysiologists from the University of Parma discovered mirror neurons—neurons that fire both when performing an action and when merely observing it. Initially, this research was conducted on macaque monkeys. Scientists “found that some of the neurons they recorded from would respond when the monkey saw a person pick up a piece of food, as well as when the monkey picked up the food” (Acharya & Shukla, 2012).
Further research using functional magnetic resonance imaging (fMRI) has shown that this mechanism applies to humans as well. Simply thinking about an action or experience activates the neurons associated with performing that action. A well-developed story, through neuron coupling (or mirroring), creates an invisible bond between the storyteller and the listener. This is why great storytelling doesn't just engage us—it immerses us.
How Do Stories Shape Our Brain?
Neuron coupling isn’t the only process at play in storytelling’s power. A captivating story can significantly influence our brain chemistry. When we hear a compelling story, our brains release certain hormones and neurotransmitters, creating a deeply immersive experience—a sensation comparable to falling in love (Phillips, 2017). Let’s explore the key chemicals behind this effect and how we can use them to craft better stories.
Dopamine
Dopamine is the ultimate pleasure hormone, released during activities like shopping, gaming, or eating sweets. However, its effects go beyond pleasure—it plays a critical role in motivation, focus, and memory retention.
Dopamine keeps us curious about what happens next, making us emotionally invested in a story. As a result, dopamine-rich stories are not only engaging, but also easier to remember.
Storytelling Secrets to Boost the Release of Dopamine
• Create suspense by building dynamic action and then slowing it down with a cliffhanger—a moment of uncertainty that makes the audience crave resolution.
• Drop unexpected twists that keep listeners on their toes.
Oxytocin
Oxytocin is the love hormone associated with trust, intimacy, and deep interpersonal connections. It allows you to build trust towards the people you’re with. It is released through physical touch, music, and physical activity—but also through compelling storytelling.
When oxytocin levels rise, listeners feel a sense of trust and empathy toward the storyteller. This makes the story feel deeply personal and emotionally engaging.
Storytelling Secrets to Boost the Release of Oxytocin
• Make your story emotionally rich. Show vulnerability—don’t hide struggles, fears, or desires.
• Use relatable characters to create a strong emotional bond between the audience and the narrative.
Endorphins
Endorphins are the hormones of happiness, as well as the body’s natural painkillers and mood boosters. These chemicals are naturally produced in our bodies during activities like laughing or exercising. They boost our creativity and focus, along with causing the feeling of relaxation.
Endorphins are closely associated with pleasure, making us crave experiences that result in their release. They make stories fun and uplifting, allowing the audience to enjoy the journey while staying engaged.
Storytelling Secrets to Boost the Release of Endorphins
• Use humour. Witty dialogue, absurd situations, or lighthearted moments can provide much-needed relief from tense or emotional scenes.
• Balance emotional intensity with moments of levity.
Cortisol & Adrenaline
Cortisol and adrenaline are stress hormones. David JP Phillips calls them 'The Devil’s Cocktail' (Philips, 2017), warning that excessive levels can lead to intolerance, criticism, and memory impairment. However, in moderate doses, these hormones help maintain attention. Cortisol keeps us on edge, ensuring that we stay engaged and tuned in to what happens next.
Storytelling Secrets to Boost the Release of Cortisol and Adrenaline
• Create high-stakes conflicts. Introduce obstacles that force characters to take action.
• Add a sense of urgency. Use ticking clocks, impending disasters, or tight deadlines.
What Makes a Great Story?
You probably already know that not every story has the same impact. Why does one story make our hearts race, while another leaves us completely indifferent? The answer lies in Paul Zak’s research on the influence of a story on our brains. His experiments proved that the secret to an engaging narrative lies in the dramatic arc (Zak, 2013).
The dramatic arc described by Gustav Freytag in the 19th century is a structure that successful authors have used for centuries. According to Freytag’s theory, a compelling story should consist of five key stages:
1. Exposition — Introducing the world and characters.
2. Rising action — Building tension and stakes.
3. Climax — The turning point of the story.
4. Falling action — The immediate aftermath.
5. Resolution — The conclusion and takeaway.
While this structure helps build a strong story, it’s not enough to create a truly impactful narrative.
Details
“A story, says Prince, is a specific event carried out by specific characters in a specific place at a specific time. Why do we listen for specifics? Prince and other scholars who study the evolution of narrative believe we have a built-in radar to protect ourselves from dishonesty and falsehoods”. (Gallo, 2018, p. 190)
In a world full of fake news and misinformation, we crave authenticity. Your story doesn’t have to be 100% factual, but the right details make it feel real. Specificity builds trust and credibility, helping your audience suspend disbelief and emotionally engage with your narrative. Whether it’s a vivid setting, a unique character trait, or a sensory description, the small details create believability—and believability fosters connection.
Emotions
Emotion is the heart of storytelling—it’s what makes stories memorable, meaningful, and impactful. Without an emotional connection, even the most well-structured story can feel flat. A well-crafted dramatic arc is key to evoking emotions, triggering powerful neurochemical responses—dopamine keeps us engaged, oxytocin fosters empathy, cortisol heightens tension, and endorphins bring moments of joy. These natural reactions are what make us laugh, cry, or sit at the edge of our seats. A great story isn’t just heard—it’s felt.
The Practical Power of Storytelling
While storytelling is often celebrated as a form of art or entertainment, those are not the only areas in which we can benefit from a good narrative. Storytelling exists to serve a purpose — to inform, persuade, entertain, or connect. It serves as a powerful tool in business and education, building relations that couldn’t be obtained with hard data. The power of storytelling lies in its ability to evoke emotions, inspire action, and shape perspectives.
Sources:
- (2021). The Neuroscience of Storytelling. NeuroLeadership Institute. https://neuroleadership.com/your-brain-at-work/the-neuroscience-of-storytelling/
- Paul J. Zak. (2013). How Stories Change the Brain. Greater Good Magazine. https://greatergood.berkeley.edu/article/item/how_stories_change_brain
- Stephens, G. J., Silbert, L. J., & Hasson, U. (2010). Speaker–listener neural coupling underlies successful communication. Proceedings of the National Academy of Sciences of the United States of America. https://www.pnas.org/doi/10.1073/pnas.1008662107
- Coen, E. (2019). The storytelling arms race: origin of human intelligence and the scientific mind. Heredity, 123(1), 67–78. https://pmc.ncbi.nlm.nih.gov/articles/PMC6781149/
- M. Gonzalez. (2024). The Science Of Storytelling: How To Evoke Emotion And Get Your Audience To Give. Bloomerang. https://bloomerang.co/blog/the-science-of-storytelling-how-to-evoke-emotion-and-get-your-audience-to-give/
- TEDx Talks: Philips, D. JP. (2017). The magical science of storytelling | David JP Phillips | TEDxStockholm [Video]. YouTube. https://www.youtube.com/watch?v=Nj-hdQMa3uA
- Acharya, S., & Shukla, S. (2012). Mirror neurons: Enigma of the metaphysical modular brain. Journal of Natural Science Biology and Medicine, 3(2), 118. https://pmc.ncbi.nlm.nih.gov/articles/PMC3510904/
- Watson, S. (2024). Feel-good hormones: How they affect your mind, mood, and body. Harvard Health. https://www.health.harvard.edu/mind-and-mood/feel-good-hormones-how-they-affect-your-mind-mood-and-body
- Gallo, C. (2018). The storyteller’s secret : how TED speakers and inspirational leaders turn their passion into performance. Pan Books.