Rhys Votano

We remember what we feel

The world is full of data. Points in time and space. Science without meaning. On its own, information slips straight past us.

Stories connect the dots and turn data into something of value. As you follow a story, your prefrontal cortex makes sense of the facts while your amygdala codes them with emotion. That feeling is what tells the brain an idea is worth keeping.

Great stories become part of us

All of us have a central narrative. A mission. A problem to solve. An argument on which every part of our vocabulary hinges. They become our spine.

When we have strong vertebrae, we can fill the lungs with air and build a story with heart.

The message is in the medium

The tools we have to connect are growing ever more targeted, so choosing the best format on the right channel is critical to ensuring your story becomes so much more than data.