Storytelling – All Power to the Hormones

As the letter slid through the mail slot, a sense of unease crept over her. The weighty thud of the envelope on the plush mat, followed by the eerie creak of the slot closing, sent shivers down her spine. She cautiously entered the narrow stairwell, her eyes fixed on the ominous letter. The matte-quality envelope, bearing her name and address in precise handwriting, held a mystery - There was no sender...

This is the beginning of a compelling story. And stories are precisely what this post is about. Stories are a powerful tool when working with awareness. When we listen to a story, our defenses drop, making us more receptive to messages because we almost experience it ourselves. It's one of the traits that set us apart from other primates. Our brains are wired to listen and imagine what it must be like to be someone else, and this can be harnessed in your work with security awareness.

In this post, I will not only delve into the theories of storytelling but also provide tangible examples of how you can actively employ them in your work.

The Power of Hormones in Storytelling

First, let’s talk about hormones. At this point, your brain might jump to thoughts of high-tension teenagers and dramatic situations, but no, this is more nuanced. We must explore the hormones our brains release when we hear a good story and how we can use this knowledge.

Several hormones work in your favor when you tell a story:

1. Cortisol: The Attention Grabber
   When you tell an exciting story, a daring act, a dangerous situation, or a looming threat, your listeners' brains release cortisol - the stress hormone. Cortisol helps us focus in stressful situations, and storytelling makes your audience empathize with the situation. You can use this to your advantage in your articles and core stories.
   An example could be to start an article on contingency planning with the following phrase, "The only place in the building where the lights were on that Friday night was the meeting room on the 4th floor. The entire executive board was gathered, but they did not yet know that this evening would be a watershed for the organization. They only knew that someone had sent emails from the CEO's address..." Such a starting phrase will likely grab readers' attention, set the stage, and compel them to continue reading. 
   
   
2. Oxytocin: The Empathy Builder
   Oxytocin, also known as the love hormone, is released when we receive a hug or a kiss.
   The hormone helps your listeners empathize with you and your message. This empathy makes your audience want a happy ending and follow your story closely.
   When communicating IT security messages, you can create fictitious personas that users can relate to by presenting credible stories about their experiences. Telling stories about their experiences is almost as effective as having users experience the scenarios themselves. For example, I have personas like Jim, John, and Jytte. Jim often finds himself making mistakes, letting in the wrong people, getting hacked, and falling victim to CFO fraud.
   Oxytocin also promotes trust and enhances emotional relationships.
   
3. Endorphins: The Feel-Good Factor
   Endorphins are released when we laugh, which makes us feel good and gives us a little kick. Just imagine how a good laugh can make even the calmest kids appear as if they are high on sugar, even if they've only had apple wedges. Endorphins help your audience feel comfortable with your story and with you, which reflects positively on your message. Studies show that people who have fun learn better and that humorous individuals are perceived as smarter and more approachable than severe ones.
   
4. Dopamine: The Reward Mechanism
   Dopamine is the reward hormone. It is released when we achieve a goal or experience something pleasurable.
   In storytelling, the happy ending your listeners crave releases an extra shot of dopamine, making them feel happy, fulfilled, or proud as if they were the story's main character.
   Our mirror neurons, which I discuss in the blogpost about the monkey and the ice cream, also play a role here. 
   

Harness the Power of Storytelling for Maximum Impact:

Next time you plan a campaign, organize an after-work meeting, or try to generate more interest in your message, consider telling a compelling story. This will give your target audience a "hormone cocktail" that captures their attention, builds empathy, makes them feel good, and leaves them feeling rewarded.