La era en la cual convencíamos a otras personas usando la retórica convencional ha terminado. Según el artículo de HBR Storytelling that moves people usar este método tiene dos problemas:
"But there are two problems with rhetoric. First, the people you're talking to have their own set of authorities, statistics, and experiences. While you're trying to persuade them, they are arguing with you in their heads. Second, if you do succeed in persuading them, you've done so only on an intellectual basis. That's not good enough, because people are not inspired to act by reason alone."
Los autores del artículo sugieren usar otro método: contar una historia. Ellos dicen que “In a story, you not only weave a lot of information into the telling but you also arouse your listener's emotions and energy.”.
Obviamente esto no es sencillo.
“Persuading with a story is hard. Any intelligent person can sit down and make lists. It takes rationality but little creativity to design an argument using conventional rhetoric. But it demands vivid insight and storytelling skill to present an idea that packs enough emotional power to be memorable.”
Pero si lo logramos, tendremos un resultado más permanente.
“If you can harness imagination and the principles of a well-told story, then you get people rising to their feet amid thunderous applause instead of yawning and ignoring you.”