So basically a story, you get a physical reaction, your heart can race, your eyes can dilate, you could talk about, “Oh I got a chill down my spine” or, “I could feel it in the pit of my stomach”. We actually physically react when someone is telling us a story. So even though the stage is the same, a story can be told, but once a presentation is told, it completely flatlines.
And I wanted to figure out why. Why is it that we physically sit with wrapped attention during a story, but it just dies for a presentation.
So I wanted to figure out, how do you incorporate story into presentations. So we’ve had thousands of presentations back at the shop – hundreds of thousands of presentations actually, so I knew the contexts of a really bad presentation. I decided to study cinema, and literature, and really dig in and figure out what was going on and why it was broken.