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Story or Die: How to Use Brain Science to Engage, Persuade, and Change Minds in Business and in Life
“A practical, heartfelt manual for anyone who needs to change minds and actions. Lisa Cron shares the art of practical empathy with leaders who care enough to make a difference.”—Seth Godin, author of The Practice
A step-by-step guide to using the brain’s hardwired need for story to achieve any goal, from the author of Wired for Story
Whether you’re pitching a product, saving the planet, or convincing your kids not to text and drive, story isn’t just one way to persuade. It’s the way. It’s built into the architecture of the brain, and has been since early humans gathered around the camp fire, trying to figure out how to outsmart the lion next door.
In Story or Die, story coach Lisa Cron sets out to decode the power of story, first by examining how the brain processes information, translates it into narrative, and then guards it as if your life depends on it. Armed with that insight, she focuses on how to find your real target audience and then pinpoint their hidden resistance. Finally, she takes you, step-by-step, through the creation of your own story, one that allows your audience to overcome their resistance and take up your call to action, not because you told them to, but because they want to.
That is the power of story. Use it wisely.
A step-by-step guide to using the brain’s hardwired need for story to achieve any goal, from the author of Wired for Story
Whether you’re pitching a product, saving the planet, or convincing your kids not to text and drive, story isn’t just one way to persuade. It’s the way. It’s built into the architecture of the brain, and has been since early humans gathered around the camp fire, trying to figure out how to outsmart the lion next door.
In Story or Die, story coach Lisa Cron sets out to decode the power of story, first by examining how the brain processes information, translates it into narrative, and then guards it as if your life depends on it. Armed with that insight, she focuses on how to find your real target audience and then pinpoint their hidden resistance. Finally, she takes you, step-by-step, through the creation of your own story, one that allows your audience to overcome their resistance and take up your call to action, not because you told them to, but because they want to.
That is the power of story. Use it wisely.
261 pages, Kindle Edition
First published January 1, 2021
About the author
Lisa Cron
3 books352 followersLisa Cron is a story coach, speaker, and the author of Wired for Story and Story Genius. Her TEDx talk, Wired for Story, opened Furman University’s 2014 TEDx conference. Lisa has worked in publishing at W.W. Norton and John Muir Publications, as an agent at the Angela Rinaldi Literary Agency, as a producer on shows for Showtime and Court TV, and as a story consultant for Warner Brothers and the William Morris Agency. Since 2006, she’s been an instructor in the UCLA Extension Writers’ Program, and she has been on the faculty of the School of Visual Arts MFA program in Visual Narrative in New York City. On March 2, 2021 her new book aimed at the leadership/ business/nonprofit world, Story or Die: Why Story is the Only Way to Engage, Persuade and Inspire – and How to Use Brain Science to Create One that Will, will be published by Ten Speed Press. Lisa works with writers, business leaders, nonprofits, educators, and organizations, helping them master the unparalleled power of story, so they can move people to action – whether that action is turning the pages of a compelling novel, or taking to the streets to change the world for the better. Or both. For a library of her free myth-busting writing tips, and information on how to work with her one-on-one, you can find her at: wiredforstory.com
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Displaying 1 - 30 of 48 reviews
January 31, 2022
Lisa's first book, Wired for Story, fascinated me because it helped me understand why some stories (fictional or not) are extraordinarily compelling and hard to resist, while others fall flat. Her second book, Story Genius, offered fiction writers thought-provoking questions and step-by-step guidance for ensuring that the stories they write successfully meet the hardwired needs of their readers. While this book reiterates many of the same concepts presented in the previous two books, it's aimed at a different audience and answers this question: How can nonfiction writers (teachers, social activists, public policy advocates, entrepreneurs . . . or basically anyone trying to reach an audience with their message) apply these same concepts? Case studies throughout are especially helpful and effective; I felt they were the most interesting sections in the book.
What this book doesn't dwell on is the dark side of effective stories, particularly when those stories contradict facts or serve as a substitute for rigorous, peer-reviewed scientific evidence. People using stories to further their agenda frequently confuse correlation (a relationship or connection between two or more things) with causation (a change in one thing causing a change in another), and it's so easy to overlook that mistake, especially when you're being tempted by stories that satisfy the basic human need to feel safe and accepted.
Stories have the power to transform us, and (as Lisa Cron argues in this book) they tend to be more persuasive than actual evidence and data. Unfortunately, well-told stories can also be used to manipulate and misinform—which is why I feel the best reason to read this book is to become familiar with the techniques of effective storytelling so you can recognize when they are being used by advertisers, sellers, politicians and others who may not have your best interests in mind. For example, in The Sum of Us, Heather McGhee writes about why so many Americans were swayed by stories leading up to the baffling 2016 election: "The majority of white Americans had voted for a worldview supported not by a different set of numbers than I had, but by a fundamentally different story (italics mine) about how the economy works; about race and government; about who belongs and who deserves; about how we got here and what the future holds. That story was more powerful than cold economic calculations." If we want to avoid being misled, we need to understand how and why stories work.
What this book doesn't dwell on is the dark side of effective stories, particularly when those stories contradict facts or serve as a substitute for rigorous, peer-reviewed scientific evidence. People using stories to further their agenda frequently confuse correlation (a relationship or connection between two or more things) with causation (a change in one thing causing a change in another), and it's so easy to overlook that mistake, especially when you're being tempted by stories that satisfy the basic human need to feel safe and accepted.
Stories have the power to transform us, and (as Lisa Cron argues in this book) they tend to be more persuasive than actual evidence and data. Unfortunately, well-told stories can also be used to manipulate and misinform—which is why I feel the best reason to read this book is to become familiar with the techniques of effective storytelling so you can recognize when they are being used by advertisers, sellers, politicians and others who may not have your best interests in mind. For example, in The Sum of Us, Heather McGhee writes about why so many Americans were swayed by stories leading up to the baffling 2016 election: "The majority of white Americans had voted for a worldview supported not by a different set of numbers than I had, but by a fundamentally different story (italics mine) about how the economy works; about race and government; about who belongs and who deserves; about how we got here and what the future holds. That story was more powerful than cold economic calculations." If we want to avoid being misled, we need to understand how and why stories work.
March 3, 2022
"Siamo biologicamente indifesi di fronte a una storia efficace".
Le storie sono così potenti perché riescono a volare al di sotto del nostro sistema di credenze, ma solo se parlano la nostra stessa lingua. Non si può convincere una persona di qualcosa di cui non sia già convinta, la nostra storia deve parlare al suo sistema di credenze, non al nostro.
Ci sembra di scegliere razionalmente, invece scegliamo "di pancia".
Lo dicono le neuroscienze: il nostro pensiero è narrativo, il nostro modo di imparare è narrativo. Perché l'emozione è la via breve, quella che garantisce la sopravvivenza della specie.
Questo manuale parte molto lento, ma forse sono io che ho letto troppi libri su questo argomento. Poi però decolla, e procedendo con la lettura evidenzia tre innegabili pregi.
Il primo è di portare esempi molto efficaci, soprattutto la storia che l'autrice costruisce con noi, ogni capitolo un passo.
Il secondo è che insegna una struttura che semplifica il viaggio dell'eroe, in particolare per il passaggio dal falso mito allo svelamento. Utile soprattutto in fase di ideazione (quando per esempio devo pensare subito a 3 storie diverse da proporre al cliente).
Il terzo è che finalmente ho un sacco di citazioni da sfoderare quando mi contestano "emozionante, sì, ma i dati...". Scherzo. Il terzo è il supporto puntuale delle neuroscienze in vari punti cruciali. Cose che magari avevo già studiato in altri contesti, ma che qui sono specifiche sulla narrazione, e sempre riportate nel momento giusto.
September 21, 2022
3,5
Gera knyga, su daug pavyzdžių, ir paaiškinimų kaip veikia mūsų smegenys, kokią informaciją priima ir kodėl. Viskas susiveda į viena - reikia pasakoti istorijas, jei norite perduoti žinią. O istorijų pasakojimas - tai manipuliacijos jausmais.
Labiausiai naudinga reklamščikams, piarščikams ir panašiai, bet taip pat naudinga ir rašytojams. Kaip sukonstruoti istoriją, kad paveiktų emociškai.
Labai gerai užbaigta, apie tai, kaip piratiniai holivudo filmai prisidėjo nuverčiant Rumunijos komunistų režimą.
Bet vis dėl to sumoj pritrūko kažkokio smūgio, to "aha! tai štai kaip viskas veikia!".
Gera knyga, su daug pavyzdžių, ir paaiškinimų kaip veikia mūsų smegenys, kokią informaciją priima ir kodėl. Viskas susiveda į viena - reikia pasakoti istorijas, jei norite perduoti žinią. O istorijų pasakojimas - tai manipuliacijos jausmais.
Labiausiai naudinga reklamščikams, piarščikams ir panašiai, bet taip pat naudinga ir rašytojams. Kaip sukonstruoti istoriją, kad paveiktų emociškai.
Labai gerai užbaigta, apie tai, kaip piratiniai holivudo filmai prisidėjo nuverčiant Rumunijos komunistų režimą.
Bet vis dėl to sumoj pritrūko kažkokio smūgio, to "aha! tai štai kaip viskas veikia!".
September 8, 2023
Serviceable overview of the art of the story with some neuroscience and philosophy thrown in. Some soundbites:
"Throw facts at us, we duck. Personify those facts in a story, we lean in."
"Story was more crucial to our evolution than opposable thumbs. All our thumbs do is let us hang on. Story tells us what to hang on to."
"We don’t turn to story to escape reality; we turn to story to navigate reality."
"By allowing you to vicariously live through the effect facts have in real life, stories inspire change in a way that facts alone cannot."
On narratology, the science of story, be sure to check out:
Into the Woods: A Five Act Journey Into Story
Narratology: Introduction to the Theory of Narrative
"Throw facts at us, we duck. Personify those facts in a story, we lean in."
"Story was more crucial to our evolution than opposable thumbs. All our thumbs do is let us hang on. Story tells us what to hang on to."
"We don’t turn to story to escape reality; we turn to story to navigate reality."
"By allowing you to vicariously live through the effect facts have in real life, stories inspire change in a way that facts alone cannot."
On narratology, the science of story, be sure to check out:
Into the Woods: A Five Act Journey Into Story
Narratology: Introduction to the Theory of Narrative
December 8, 2023
This is an excellent book for anyone who wants to better understand how we humans actually make decisions, decide what to buy, or why we care about certain things. It's story, dammit. It's emotion. It's about how our ethos/belief system wants to be affected, and the best way is through story. We are story creatures and it is emotion that governs us. I read Cron's previous book STORY SCENIUS, which is an excellent resource for writers, and this book takes those same ideas and makes them accessible for the masses.
Go forth and embrace story.
Go forth and embrace story.
July 27, 2022
Kaut kur pa vidu starp stāstu un reklāmu, ideju un tās realizāciju, Lisa Cron IR iedvesmojoša un iedrošinoša. Ko novērtēju tagad jo īpaši, kad esmu sākusi kādu stāstu, kuru vēlos pastāstīt. Stāstu, kas man pašai nozīmē tieši to - izstāsti vai mirsti.
April 14, 2021
Subtitle: How to Use Brain Science to Engage, Persuade, and Change Minds in Business and in Life
I received an advance reader copy of this book from the publisher through Net Galley in exchange for an honest review.
Cron’s other books were directed to writers, but this one is targeted for marketers, politicians or others who need to persuade an audience to take action. I nearly gave up on it a couple of chapters in. I was frustrated that the author was moving too slowly – they kept talking about the persuasive power of Story instead of facts and figures, then used a couple of chapters that seemed to be packed with facts and figures instead of explaining how to use Story. I was already sold on her argument and was ready to move on to the good stuff. Instead of giving up on the book, I set it aside for a month and read some other books.
When I came back to the book, the author did move on. Her use of case studies gave solid examples of how the concept of Story was used in real life situations. Before I came back to it, I thought it might take me a week to finish the book – it only took me a couple of days.
I gave Story or Die four stars on Goodreads. More and more individuals are using stories instead of the standard advertising pitch to gain acceptance for their ideas and products – this is an excellent resource for anyone who may need to do that.
I received an advance reader copy of this book from the publisher through Net Galley in exchange for an honest review.
Cron’s other books were directed to writers, but this one is targeted for marketers, politicians or others who need to persuade an audience to take action. I nearly gave up on it a couple of chapters in. I was frustrated that the author was moving too slowly – they kept talking about the persuasive power of Story instead of facts and figures, then used a couple of chapters that seemed to be packed with facts and figures instead of explaining how to use Story. I was already sold on her argument and was ready to move on to the good stuff. Instead of giving up on the book, I set it aside for a month and read some other books.
When I came back to the book, the author did move on. Her use of case studies gave solid examples of how the concept of Story was used in real life situations. Before I came back to it, I thought it might take me a week to finish the book – it only took me a couple of days.
I gave Story or Die four stars on Goodreads. More and more individuals are using stories instead of the standard advertising pitch to gain acceptance for their ideas and products – this is an excellent resource for anyone who may need to do that.
January 1, 2023
Frustratingly, this entire book summed up my entire creative writing MFA at the University of New Hampshire.
I'm not sure the book is a good read for the minutia of day to day marketing, but if you are looking to put together a single ad, (or a single persuasive text, powerpoint, presentation, etc.) this is the book that will guide you through that process.
If you are in real estate, perfect workshop for buyer consultations and listing presentations actually.
I have found myself in my classrooms teaching persuasive writing toward this bent, toward a focus on story and emotion as opposed to the more analytical approach many of my other fellow college composition instructors take--and often get upset with when I take this approach. This is another book I'm putting in my arsenal.
I'm not sure the book is a good read for the minutia of day to day marketing, but if you are looking to put together a single ad, (or a single persuasive text, powerpoint, presentation, etc.) this is the book that will guide you through that process.
If you are in real estate, perfect workshop for buyer consultations and listing presentations actually.
I have found myself in my classrooms teaching persuasive writing toward this bent, toward a focus on story and emotion as opposed to the more analytical approach many of my other fellow college composition instructors take--and often get upset with when I take this approach. This is another book I'm putting in my arsenal.
Read
April 7, 2022As a writer at a nonprofit, I am always on the lookout for tools or tips that I can use to strengthen and enhance the messages I and my team members create. A colleague recommended another of Lisa Cron's books, Wired for Story, but that book didn't resonate with me. Story or Die, however, grabbed my attention straight away. I was intrigued by the science and neurobiology that are involved when we hear, see, or create a story. And I appreciated the deep dive into learning about those things before moving on to the how-tos of creating and writing. This book will give writers of all kinds the foundational knowledge of the science of story in a way that can't help but enhance their efforts.
November 27, 2021
For my review, please visit: http://the-agency-review.com/story-or...
January 2, 2024
I have liked Lisa Cron since I saw her on Creative Live many years ago. This had been on my wish list for ever, and then it was a kindle daily deal, and even so, I just thought to check with the library before I shelled out the six bucks, and they had it. Smooches library. [Spends that money on other books. ]
And I am rather glad I did not buy it, because I had missed the second part of the title. While this is a great book, and it reiterates a lot of her teaching about story craft, it is NOT a writing craft book. It is a guide for advertisers, or marketers, or even for life, if you are trying to get someone to to change their mind.
An easy read, and I took lots of notes for myself, just in case.
4 stars
So far this year, my library saved me A$4103.20
And I am rather glad I did not buy it, because I had missed the second part of the title. While this is a great book, and it reiterates a lot of her teaching about story craft, it is NOT a writing craft book. It is a guide for advertisers, or marketers, or even for life, if you are trying to get someone to to change their mind.
An easy read, and I took lots of notes for myself, just in case.
4 stars
So far this year, my library saved me A$4103.20
May 17, 2021
We don’t turn to Story to escape reality, we turn to Story to navigate it.
Effective stories reveal that you do have the courage to complete something you’ve been wanting to do all along.
What matters is saving face, not saving money.
Fitting in vs Belonging- that drives the question “what does this say about me?”
“ How will this help me or hurt me and how others see me and how I see myself?“
Story allows us to try on facts in the safety of our own minds.
Then leave the decision up to them. No forced call to actions.
Effective stories reveal that you do have the courage to complete something you’ve been wanting to do all along.
What matters is saving face, not saving money.
Fitting in vs Belonging- that drives the question “what does this say about me?”
“ How will this help me or hurt me and how others see me and how I see myself?“
Story allows us to try on facts in the safety of our own minds.
Then leave the decision up to them. No forced call to actions.
September 3, 2021
DNF - I liked the idea of this book, but after reading about half of it I don't think I'm quite the right audience for it. The title says "change minds in business and in life" but I really think the book is 80% or more about business. Maybe if I would have kept reading I would have found the part where you can persuade people outside of a market research, business proposal world...but I didn't get to it. It felt a bit like homework for a class I didn't sign up for.
April 5, 2023
3.5 ⭐️ Libro claro, donde a cada punto lo acompaña un ejemplo y un caso de estudio. Una guía básica para entender de que manera las historias nos persuaden todos los días, y en el caso de los mercados, como las marcas nos persuaden constantemente. Para nosotros, y para todo mundo, somos seres de historias, y una vez que terminamos una historia, ya no somos la misma persona. Ese es el poder de las historias.
September 26, 2023
I can’t say enough good things about this book. The way Lisa Cron breaks down communication and persuasion is so simple, yet so earth shattering. We do communicate on a much better level when we do so through stories. This is a must read for everyone from marketing professionals down to parents trying to guide their children and everyone in between. In such a divided society, stories are how we can reconnect and relate to one another again.
May 6, 2021
The book reminds people that the best way to convince someone is not to use facts but to make the person(s) see the point in action. A compelling story requires internal transformation not just external conflict. The book begins by showing some findings from neuroscience and then later in the book using the tips to help you construct a story to get your point across.
July 22, 2021
An engaging read that gets to the heart of story with plenty of examples for reference. I love the takeaways pages for quick refreshers as well as the assignment pages that give practical applications. I haven't read her other books so I didn't feel the material was repetitive, as some other readers mentioned.
July 1, 2024
Lisa Cron does it again! After reading the value-packed Story Genius, I figured I’d check out her other books. I didn’t expect to learn so much I can apply to both my passions — marketing and writing fiction. I love this deep dive into the powerful thread that connects them — story. Can’t wait to read her other book now, “Wired for Story”!
March 4, 2021
This book boils down the ideas in Cron's previous books for those who may not be of the writing profession. It provides powerful examples and case studies to illustrate the various elements and key points.
March 16, 2021
Mostly good regurgitated information from her last two excellent books. Unfortunately I found the author's constant sway into her own political biases incredibly distracting. Aside from that, it was okay.
December 7, 2021
The longer I live, the wiser I get, the more I understand how important story is to everything. I think propositionally. I try to communicate syllogistically. How dumb is that? People resonate with stories. If you want to be understood, you better learn how to tell one.
February 22, 2022
The premise is interesting but there's far too much repetition to make this a good read. It comes across as condescending and Cron ignores her own premise by having so few concrete examples to illustrate her points.
May 15, 2022
Turns out to be an excellent marketing book. Sure, there are some gems to make your writing better, but the focus is on finding your ideal audience and effectively communicating with them.
Highly recommended.
Highly recommended.
June 21, 2023
Another excellent book from the author, but this one is different in that the information is applied to any type of media, not just fiction, such as advertising. She explains how humans are wired to crave stories and how to create narratives that will help persuade people to accept your message.
Ms Cron gives multiple examples that clearly illustrate the points made. And is easy to read and understand, and well organized.
I deducted a star for the irritation factor, however, as Ms Cron is clearly a Liberal Democrat. For instance, insulting Sarah Palin and not recognizing that Politifact has a Leftist bias. However, she is humble enough to admit to confirmation bias and doesn’t study history.
However, the information is excellent and valuable for anyone wanting to persuade, or effectively communicate a theme, through storytelling. I plan to read it again.
Ms Cron gives multiple examples that clearly illustrate the points made. And is easy to read and understand, and well organized.
I deducted a star for the irritation factor, however, as Ms Cron is clearly a Liberal Democrat. For instance, insulting Sarah Palin and not recognizing that Politifact has a Leftist bias. However, she is humble enough to admit to confirmation bias and doesn’t study history.
However, the information is excellent and valuable for anyone wanting to persuade, or effectively communicate a theme, through storytelling. I plan to read it again.
December 20, 2023
I made my slow way through this because I was listening to it as an audiobook for the first half. Fantastic application of Cron’s fiction tips, which I will personally use often. Annoying to have everything so dripping with political views, but c’est la vie.
December 20, 2023
Stories are everywhere. If you work in any industry where you need to persuade others, or at least make even the most stubborn of minds see things from another point of view, then this book is the jackpot.
February 12, 2024
Like all her books, Lisa Cron breaks down the brain science behind story in an accessible and captivating manner. However, unlike her previous two books, this one was less geared for writers and more geared towards marketers. Still good, but less useful than I had hoped.
August 29, 2024
For a different audience than Story Genius, more for how business people can harness the power of story to "sell" their perspectives (and products). Always love Cron for the brain science and motivation.
April 4, 2021
Why “just do it” works
Cron explains a non-linear approach to story, assuring it accomplishes the emotional engagement writer’s crave. Story, she explains, sneaks under our defenses while we are certain we know the answers but are losing. Connection, not intellect, is our default survival wiring, and story is how we do that.
Cron explains a non-linear approach to story, assuring it accomplishes the emotional engagement writer’s crave. Story, she explains, sneaks under our defenses while we are certain we know the answers but are losing. Connection, not intellect, is our default survival wiring, and story is how we do that.
April 30, 2021
Excellent book. I like Lisa's unique approach.
Take her or leave her.
Take her or leave her.
Displaying 1 - 30 of 48 reviews