the power of storytelling: why we're wired for stories

the stories we tell

A few weeks ago, the Beluga team found ourselves standing on Main Street, U.S.A., at Disneyland Paris, utterly immersed in the magic of storytelling. It wasn’t just the rides or the fireworks - it was the way every detail, from the music to the architecture, told a story. Walking through the park, we weren’t just visitors; we were adventurers, explorers, and heroes in our own right.

And that’s the genius of Walt Disney. He wasn’t just a businessman, he was one of the greatest storytellers of all time. He took simple tales and transformed them into immersive experiences that have spanned generations. Whether it’s The Lion King, Toy Story, or Frozen, Disney understands that great stories don’t just entertain - they transport, connect, and inspire.

But Disney didn’t invent storytelling; humans have been doing it since the dawn of time. From ancient myths and religious texts to Shakespearean dramas and modern cinema, storytelling has shaped the way we understand the world. It’s why Lee can still quote Jurassic Park line for line, and why Ryan will passionately debate why The Empire Strikes Back is the best Star Wars film (he’s right, by the way). But what is it about stories that make them so powerful?

the magic of storytelling: why do we love stories?

Why do we remember stories but forget statistics? Why do certain films, books, or even brand campaigns stay with us for years while others fade into oblivion? The answer is neuroscience. Our brains are wired for stories.

When we listen to a story, multiple parts of our brain activate - not just language processing areas but also those responsible for emotions, memory, and even sensory experiences. If a story describes the smell of fresh-baked cookies, our brain lights up as if we can actually smell them. If a protagonist faces a challenge, we feel their struggle as if it were our own.

"people are 22 times more likely to remember a fact when embedded in a story"

Research from Jerome Bruner, a cognitive psychologist, suggests that people are 22 times more likely to remember a fact when it’s embedded in a story. Stories help us retain information, build emotional connections, and inspire action. That’s why storytelling isn’t just a nice-to-have for businesses and leaders, it’s an essential tool for communication and influence.

what makes a great story?

Not all stories are memorable. Some grip us from the first sentence, while others… well, let’s just say they wouldn’t make it past the first round of Britain’s Got Talent. So, what makes a story great? We sum this up in The 4C’s of Storytelling: Characters, Challenge, Context, Climax:

Genres also play a huge role in shaping the experience. Some love the adrenaline rush of a thriller, while others crave the emotional rollercoaster of a romance or the nostalgia of a coming-of-age tale. But no matter the genre, the best stories evoke emotion - and emotion is what makes them stick.

crafting your own story

You don’t have to be Shakespeare or Spielberg to tell a great story. We all have stories to tell, whether personal or professional, and crafting them with intention can transform the way we connect with others. Here’s a simple framework to start shaping your own story:

The Challenge – What obstacles have you faced?

Every great story starts with a challenge. Maybe you struggled with imposter syndrome at work. Maybe your company faced a crisis that threatened its survival. Maybe you took a personal risk that changed everything. We love working with teams that have overcome challenges. One of our favourite examples? A company that faced huge construction setbacks in building an entertainment venue. Instead of hiding these struggles, they shaped their challenges into a story of resilience, one that ultimately strengthened their brand and inspired their workforce.

The Journey – What did you do to overcome it?

This is where transformation happens. What steps did you take? What lessons did you learn? Was it a moment of courage, a change in perspective, or sheer perseverance? For businesses, this might be about shifting company culture, launching a game-changing product, or navigating tough industry changes. For individuals, it might be about personal growth, career evolution, or stepping into leadership.

The Transformation – What was the impact?

A great story always has a resolution. What changed because of your journey? How did you, your business, or your team grow from it? This is the part that inspires people, whether it’s a lesson learned, an achievement unlocked, or a new direction found. When people hear a great story, they don’t just remember the details - they feel the impact. And that’s what makes them engage, trust, and take action.

why storytelling matters for organisations

Businesses often fall into the trap of facts and figures. But people don’t always connect with numbers, they do connect with stories. Whether you’re pitching an idea, motivating a team, or building a brand, your story is your most powerful tool. Storytelling is at the heart of what we do. We help organisations craft powerful narratives - whether through leadership development, cultural transformation, or digital strategy - to create lasting impact.

For those looking to refine their company’s story, our Retreats: Story experience is an immersive way for leaders and teams to uncover their narrative, strengthen their vision, and build alignment for the future. It’s not about making things up - it’s about uncovering the real journey, embracing the challenges, and telling a story that truly resonates.

final thoughts

Stories shape the way we connect, inspire action, and build lasting impressions. Whether you’re leading a team, building a brand, or simply trying to make your message memorable, mastering storytelling will set you apart.

So, what’s your story? And more importantly, how are you going to tell it?