Our mental effort or workload is reduced when a set of information items or chunks are delivered as a story. Indeed our ability to recall the content also is improved. A new book Storynomics: Story-Driven Marketing in the Post-Advertising World by respected storyteller Robert McKee & Thomas Gerace (Twelvebooks.com; Hatchett Book Group; March 2018) provides a field-tested approach to creating effective stories.
Decades ago, I (others also?) proposed that Information was defined as more than “data relevant to the task,” but also an effective representation or format to understand and communicate the information effectively. Stories provide an extremely effective frame for delivering information content. A number of software modeling applications, e.g., Tableau and IBM WATSON Analytics have built-in capability for creating storyboards. These are elements that are more than a PPT deck–a set of slides integrated by a common storyline having a captivating beginning, followed by valuable content, and often concluded with some “call to action.” If you have not tried storyboarding to reduce the mental processing effort by your audience, jump onto the storytelling bandwagon.
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