Neural Coupling and Storytelling with Lanny Geffen
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By: Lanny Geffen, Vice President UX & Design, Digiflare Neural Coupling a.k.a. Storytelling Follow me: @lgeffen
Transcript of Neural Coupling and Storytelling with Lanny Geffen
By: Lanny Geffen, Vice President UX & Design, Digiflare
Neural Coupling a.k.a.
Storytelling
Follow me: @lgeffen
I am a designer…Part I
Most people think…
http://goo.gl/Fe83lW
Empathy
Intent
Experience
Richie Parker
Richie Parker
Empathy
Intent
Experience
“There were always things around the house that made it so I didn’t need to ask for someone’s help.”
Intent
“An incredible sense of freedom”
Empathy
Intent
Experience
“First they ignore you, then they laugh at you, then they fight you, then you win.”
The power of storyPart II
Maasai
Aristotle
Beginning Middle End
Pity Fear Catharsis
Phenethylamine(PEA)
Brain HackPart III
The Story Telling API
Dr. Paul Zak Neuroeconomist
2 Primary emotions were elicited:
Distress + Empathy
What do you feel after the story ?
?
Cortisol(focuses our attention)
Oxytocin(care, connection, empathy)
Those who produced Oxytocin & Cortisol
gave generously
Could they predict who would give money?
Ran the experiment again, track distress and
empathy response…
Theory of Mind!(understanding what
others are doing)
Oxytocin Areas!(make us feel empathy)
80% Accuracy Who would donate money
The amount of Oxytocin released predicted how much money people would share with a
stranger or charity.
Only some stories succeeded
Gustav Freytag Playwright / Scholar
Exposition
“Freytag Pyramid”
Rising Acti
on
Inciting Incident
Falling Action
Climax
Dénouement
Resolution
Universal Story Structure
Stories [that follow the Universal Story Structure] are powerful and
actually change the way our brains work, and our brain chemistry
Telling Your StoryPart IV
Nancy Duarte Presentation Designer
Storytelling Triangle
Story
Audience Storyteller
What is
What could be
What is
What could be
What is
What could be
What is
New bliss (new reality)
Orators Story Pattern
August 28, 1963 from the Lincoln Memorial on the Mall, in Washington
DC during the 'March on Washington'
Martin Luther King Jr. American Civil Rights Leader
Summarize the HackCONCKUSION
Use the tools of design: empathy, intent, experience to
understand your audience.
Be brave
Use the universal story structure to release oxytocin & cortisone
Involve your audience in the story: It has to become their story
Ignite your ideas
Change the world… (just a little bit)
Thank YouFollow me on Twitter
@lgeffen
