Buying Beer and Choosing the Next...
Buying Beer and Choosing the Next President Are More Alike Than You Think
Whether it’s in the form of a tweet, a two-minute speech or a two-hour film, nothing fuels emotion and drives action like a story with a beginning, middle and end. Information and data matter, but self-aware storytelling that taps into the audience’s dreams and worries fosters genuine, heartfelt connections.
This, what we call strategic storytelling, has the power to establish authenticity, smarten up conversations, captivate and inspire. Here, we measure whether the story ends at the final word, or if its strategic power allows it to do more.
The Strategic Storytelling Index measures the emotional and intellectual magnetism of a story on three elements: Wonder, Wisdom and Delight. We show candidates’ messages to a group of Democratic, Republican and independent voters spanning representative sample across ages, race, gender, education level and regions. Voters are asked to evaluate the extent that content they have viewed has delight (this video is entertaining), wisdom (this video is informative) and wonder (this video is inspiring). The Strategic Storytelling Index score is the average across the Wonder, Wisdom and Delight metrics.
Did the candidate display creative thinking, and inspire belief that there are other issues he or she might be able to address with new or innovative solutions?
Did the candidate’s telling of the story convey a sense of experience and deep understanding of the issue or issues at hand?
Did the story provide that welcome, unexpected, feel-good moment you so rarely receive in a political message?