The way a story begins is an opening event that creates a moment of change ." In a story, if the value-at-stake load in a situation Business Email List doesn't change, what happens is an unimportant trivial activity. When a value changes from positive to negative or negative to positive (for example, from love to hate or hate to love, win to lose, or lose to win), the Business Email List event becomes meaningful and emotions flow. Specifically, when the mind's senses change from negative to positive, it releases pleasurable chemicals. If the mind registers Business Email List a movement from positive to negative, it unleashes a painful flow. Emotion is the side effect of change.

Throughout the day, the body absorbs millions of bits of raw sensory input. Somewhere below the level of consciousness, the mind sorts Business Email List through this mass and imposes decision rules that separate the relevant Business Email List from the irrelevant. It ignores 99% of all data and focuses on the 1% that stands out. Change. It is a biological reaction Since a Business Email List well-told story wraps its narrative around emotionally charged values, its meaning is etched in our memory. When we receive information as a story, rather than as a series of Business Email List simple facts, our brain activity increases fivefold.

The parts of the brain responsible for emotional reactions, imaginary sensations and visual images are activated. We start to worry Business Email List about the main character in the story and wonder how we would react if we were in his position. When we immerse ourselves in a story, our brains produce oxytocin, the chemical that creates empathy. Oxytocin Business Email List means that we feel connected to the hero of the story. We feel committed to him, we want to help if we can. biological reaction It is a biological reaction That's why the stories of people (or clients) whose lives have been transformed, empowered or simply improved by our Business Email List company or organization, are some of the most powerful things we have.