Stories are the most powerful currency
The most definitive ranking of the most consequential personalities in human history can be found in Michael H. Hart’s book The 100: A Ranking Of The Most Influential Persons In History.
In this book, Hart seeks to identify the individuals who swayed the destinies of billions of lives, determined the rise and fall of empires and changed the course of history.
Hart identified the top 5 most influential people in history to be:
Muhammad
Isaac Newton
Jesus
Buddha
Confucius
i.e. 3 of the top 4 most influential people in history are religious founders, whose teaching are still followed by billions of people. Collectively Islam, Christianity and Buddhism have approximately 5.2 billion adherents today (out of a global population of 8.2 billion).
The great irony is that none of these 5.2 billion people ever met Muhammad, Jesus or Buddha. They don’t know what they looked or sounded like and have never heard a single speech from any of these personalities.
And yet the passage of thousands of years since the lifetimes of these figures, their message persists. Because their stories persist.
The stories of them as individuals and the trials they endured but also the stories that they told to attract people to their cause and create a message that lasts through the ages.
In fact, central religious texts are full of stories. For example, you don’t have to be a believer to be captivated by the story of Moses being raised in the palace of the Pharoah, delivering his people from the slavery, parting the Red Sea, and leading the Israelites to the Promised Land.
Religion has been passed down from generation to generation over thousands of years without PowerPoint presentations or statistics because of the power of stories to connect with people on a human level, inspire change and provide followers with the conviction to remain steadfast in the face of persecution.
After all, how many religious texts or speeches leverage statistics to sway the masses? For example, the Lord’s Prayer is a simple passage from the Bible.
Why are stories so foundational to the human experience?
Stories are far more than entertainment—they are an intrinsic part of how humans interpret and interact with the wider world.
When we encounter a compelling story, our brains become highly engaged, often releasing chemicals such as oxytocin, which fosters empathy and a sense of connection with the characters or events described.
This emotional engagement helps us remember information better, as our brains are wired to recall stories more easily than isolated facts or data.
Narratives provide a structure for organising experiences and conveying values, lessons, or shared histories.
Stories allow us to step into someone else’s shoes, broadening our understanding and cultivating compassion for others. Moreover, stories create a sense of community; by sharing narratives, groups establish cultural bonds and reinforce collective identities.
This shared experience can influence attitudes, shape beliefs, and motivate behaviour in ways that logical arguments or statistics alone rarely achieve.
Practical benefits of stories
Stories make abstract concepts and complex situations accessible and relatable.
Think about it - how many of us want to watch a geeky-looking middle-aged British man dive into topics such as net neutrality, corporate consolidation or gerrymandering on a Sunday night?
But when these topics are part of a compelling and humorous narrative, it results in a moving, intelligent and engaging show: Last Week Tonight with John Oliver - the HBO show that is adored by viewers and critics alike (as evidenced by the multitude of Emmy Awards won by the show).
Stories can bring the most mundane details to life. If you’re drafting an information memorandum to communicate details about a company’s operations, finance and prospects for potential investors, a narrative is required to help the audience understand the business and make a decision.
Taken a step further - making the IM humorous may help engage the audience and help the memo stand out from the competition.
Ultimately, to build a message that resonates, engages and is remembered; narratives aren’t optional, they’re essential.