Our markets are getting more and more crowded. Today’s hyper-connected and social consumers are having conversations that are open, honest, direct, funny and often shocking. The human voice is unmistakably genuine and can’t be faked.

As people are discovering and inventing new ways to share relevant knowledge about products and services, markets are getting smarter often times faster than most companies. Companies on the other hand are trying to stay in control of the branded conversation by simply being louder than everyone else, creating annoyance instead of excitement. But the market has learned to tune out aggressive branded messages.

Stories fascinate. Facts bore. Yes, facts are important, but stories make us care and when we care, we respond.

Neuroscience shows that pure facts only penetrate the speech center (about 5%) of the brain. Emotional stories on the other hand activate the whole brain and are being injected into conversations. People love to hear and share powerful stories.

Only emotional stories can capture consumer’s minds and create true followers.