Episode 91 Will Storr, author of The Science of Storytelling, on how great stories persuade and inspire action

In this episode, we talk with Will Storr, author of The Science of Storytelling, about why humans are wired for narrative. From identity and status to simplicity and surprise, Will shares how marketers can craft stories that persuade, stick, and move people to action.

Episode Highlights

06:10 – 08:00

The brain isn’t built for logic—it’s built for story. We see life as a narrative with heroes, villains, and goals, which is why persuasion works better through storytelling than through reason.

16:45 – 18:30

Identity drives behavior. The most powerful ads, like Apple’s “Think Different,” don’t sell products—they define who the buyer is. When a brand reflects who people want to be, it becomes irresistible.

34:20 – 36:10

Simplicity is power. Trying to say three things means you’ve said nothing. The best messages focus on one clear idea, told cleanly and memorably, to cut through noise and drive lasting impact.