Talk About Talk - Communication Skills Training #11 STORYTELLING with Harvard professor & author Jerry Zaltman
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Mar 13, 2019 Harvard professor & author Jerry Zaltman explores the power of storytelling, metaphors, and the use of writing and talking for discovery. They discuss character archetypes, the hero myth, memory, myths, and the impact of stories on memory and consumer behavior. Zaltman's contributions to marketing, sociology, metaphors, and storytelling are highlighted, emphasizing the role of storytelling in communication, marketing, and brand strategies.
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Stories As Memory And Metaphor
- Stories function as stored episodic memories and shape how we organize experiences.
- Metaphors are pervasive and help reveal hidden similarities in those stored stories.
Think About How You Think
- Practice metacognition: pay attention to how you think, not just what you think.
- Use writing or talking as discovery tools to reveal hidden processes shaping your judgments.
Stories Require Co-Creation
- Great stories activate the listener's imagination by leaving gaps to fill in.
- Jerry Zaltman calls this co-creation and says it makes stories personally meaningful.