The question is why story telling often works so well. This wsj.com article answers it: it's about emotion. It's important to evoke emotion in your story. To b

The question is why story telling often works so well. This wsj.com article answers it: it's about emotion. It's important to evoke emotion in your story. To be able to evoke emotion, you must do your homework. You must learn what makes your audience tick. What do they care about. Create a story that hooks into their world. You need to create a bridge between their and your world. Maybe I myself don't have a story to tell right now, but I want to say that I believe that emotion is vital. Much of my guidance and initial decision making is often based on (gut) feeling. My emotions tell me that I'm not on the right track, forcing me to think and reason why I feel this way and figure the reasons out cognitively.