ABSTRACT
In an advertising campaign a few years ago, Starbucks encouraged us to ‘Share your Story’; preferably, we can assume, over a cup of coffee! Marketing genius. People universally recognise, respect and respond to ‘story’ across country and culture. According to a research summary published in Scientific American Mind, we are ‘wired’ and naturally influenced by story, with links to our evolutionary history, as well as our social and emotional development, formation of beliefs and attitudes, and decision-making (Hsu, 2008). Story is the common thread of human culture and communication that, regardless of topic or purpose, supports us as we interpret, learn, share and organise our experiences.
