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The Lucid Group Thirsty Thursday: What’s in a story?

Yes, it’s that time of the month, a time everyone at Lucid has come to love and anticipate. Whether it’s sharing best practice, learning about new skills, gathering insights or simply gaining a greater appreciation for a discipline, Thirsty Thursdays are a central component of everyone’s learning journey at Lucid Group.

Today’s audience, all be it a virtual one, was treated to an excellent presentation on the art of storytelling by George Pearson, Solutions Director at Bluedog (a Lucid Group company). George is renowned for his storytelling expertise and is a regular blogger on Lucid’s intranet, helping to inspire and elevate the power of storytelling within the organisation.

So why is storytelling so important? Well, it would seem we are all hardwired for a story; our entire existence is a narrative that our mind has created for us.

Everyone is necessarily the hero of his own life story.” JOHN BARTH

Therefore, when communicating ideas, be it in a pitch situation, or even just among your colleagues or friends, to be successful you need to win over the audience and make your ideas stand out. The most effective way to do this is through storytelling. Stories evoke emotion, emotions sway our thinking and ultimately stories leave an impression.

We are not thinking machines that feel, we are feeling machines that think.” DANNY KAHNEMAN

When dealing with complex, data-heavy science, the creation of a story is key. Stories give complex information form – helping the audience to interpret, focus and understand. George commented, “I love stories because they wield power over our ability to understand foreign concepts, as well as providing a familiar return route to that comprehension when revisited much later. In healthcare communications, our main priorities should be imparting information clearly in such a way that promotes an elevated level of understanding and retention — storytelling facilitates both.”

So, whether you are developing a patient narrative or a data-heavy presentation, the take-home message was most definitely: take inspiration from everything around you; there are stories to be told in everything we do.

26th March 2020

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Lucid Group Communications Limited

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