September 21, 2017

Why stories underpin facts

A quote today from George Monbiot, on the pervasiveness of stories:

“Stories are the means by which we navigate the world. They allow us to interpret its complex and contradictory signals. We all possess a narrative instinct: an innate disposition to listen for an account of who we are and where we stand.

When we encounter a complex issue and try to understand it, what we look for is not consistent and reliable facts but a consistent and comprehensible story. When we ask ourselves whether something “makes sense”, the “sense” we seek is not rationality, as scientists and philosophers perceive it, but narrative fidelity. Does what we are hearing reflect the way we expect humans and the world to behave? Does it hang together? Does it progress as stories should progress?

A string of facts, however well-attested, will not correct or dislodge a powerful story. The only response it is likely to provoke is indignation: people often angrily deny facts that clash with the narrative “truth” established in their minds. The only thing that can displace a story is a story. Those who tell the stories run the world.”

My take? You could replace ‘run the world’ with ‘control the marketplace’. It ‘s just a question of scale.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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