What the Summer of 2024 Reminds Us About Technology Storytelling
Racepoint Global
At RPG, we shape conversations that matter for tech-forward brands.
As this month’s edition of Conversations That Matter lands in your inbox, the 2024 Paralympic Games are just beginning. That means we’re in for another fortnight of inspirational and emotional stories after a Summer of wild tales in both sports and politics.
This is neither a sports nor politics newsletter. But we do like to explore themes related to technology and storytelling. Because, just as humans are at the center of politics and sports, we ought to be at the center of technology.
Emotion in Technology Storytelling
Emotional storytelling in technology communications and advertising has produced some iconic examples, including Apple’s “Think Different” campaign (1997), Microsoft’s “We All Win” 2019 Super Bowl ad, and IBM’s ongoing work about how Watson AI empowers humanity.
But emotional responses aren’t always positive. There are some recent cautionary tales about over-indexing on tech-centric messaging—I’m looking at you, soul-crushing iPad ad and Google’s “Dear Sydney” Olympics spot.
The lesson? Don’t take the humans out of technology storytelling.
From A(ristotle) to (Gen) Z: Why Emotion Matters in Storytelling
Most technology marketers and communicators know that stories have the power to influence perception and spark action. Empathy and connection come from relatability. And relatability sparks improved audience engagement and better retention.
Aristotle’s Rhetoric laid the foundation for the persuasive storytelling successful brands deploy today. He argued that successful narratives rest on the three-legged stool of ethos (character or reputation), logos (claims and proof), and pathos (the values and beliefs that spark an emotional response).
Other students of human stories have built upon Aristotle’s foundation to evolve how we think about emotional storytelling in the 21st Century, from Carl Jung’s archetypes to Joseph Campbell’s Hero’s Journey to Brene Brown’s elevation of authenticity and vulnerability.
A new wave of Gen Z consumers expect storytellers to use empathy, curiosity, and surprise to engage audiences in new and tighter ways.
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Wired for Storytelling
David Eagleman, a neuroscientist and the host of the PBS series The Brain, makes the case that humans are wired for storytelling.
In a promising development for more inclusive storytelling, Eagleman is working on new ways, including using wearable tech, to pass information to the brain via other sensory channels, such as through vibration.
Additional Reading and Resources
(If you want to geek out on the human experience of shared stories, check out this paper from Frontiers in Human Neuroscience. It shows how humans experience a shared narrative, and how culture, language, and neurodiversity can impact understanding.)
Earning Trust and Sparking Action Through Storytelling
Remember: You don’t need massive production and paid media budgets to build narratives that connect with your customers and prospects. Put humans at the center of your narrative. Tell believable and inspiring stories of transformation. That’s how you can earn trust.
What conversations matter to you? Hit us up and we’ll dig deeper in a future edition. And if you’re interested in learning more about how RPG tells customer-centric stories to help our clients succeed, please reach out.
For those of you in North America, I hope you have a wonderful Labor Day holiday weekend.
Bob Osmond , president, Racepoint Global