culture – Jennifer L. Park, MBA

Ever wonder why a good story pulls you in and leaves you wanting more?

Stories have always been a huge part of my life. I’m pretty sure my craving for a good yarn started before I could walk. My father was an amazing storyteller. He filled every sentence with juicy details and suspenseful moments that evoked awe and anticipation. Then he delivered each conclusion with warmth and authority. He told anecdotes from his childhood, recited poems by heart, and thrilled us with classic children’s fables. When he reached for a book on the shelf, my heart would race, and I’d hold my breath, waiting for the story to begin.

As soon as I could read on my own, I made friends with the librarians who delighted in helping me find my next new adventure. Racing on my bike to the library for my treasure hunt, I would stuff my basket to the brim with books and pedal furiously home. Opening them, I’d breathe in the mystery of where the paper and ink would transport me. Then it was time to cozy into just the right chair or secret nook and let the magic sweep me away. I often passed up playing with the kids outside, just to return to the wonderful world the book was creating. I sucked in those stories like lifesaving breaths.

Why did I like it so much? Why do humans crave this?

Turns out those childhood moments weren’t just magical—they tapped into something deeper: the biology of our brains.

Storytelling has been embedded in every human culture since the beginning of time. Throughout human evolution, stories were more than entertainment—they were survival tools. Our ancestors used narratives to share critical knowledge about overcoming threats, solving problems, and adapting to challenges. They didn’t have how-to manuals or search engines; they had oral traditions. These stories became the foundation of communities and culture, teaching future generations how to cope, how to triumph, and how to progress. That’s why even today, we expect every good story to have conflict, a turning point, and closure—our brains are built for it.

Humans have always been wired for stories. Storytelling is deeply ingrained in our biology. When we hear a story, multiple parts of our brain engage to help us remember, shape how we feel, and even influence the choices we make. From fireside chats thousands of years ago to TikTok videos today, stories remain one of the most powerful tools we have for connecting and learning.

Neuroscience researchers have shown that storytelling is the best way to capture people’s attention, imprint information into their memories, and resonate emotionally with them. The human brain is programmed to crave, seek out, and respond to well-crafted narrative—that’ll never change.

But why do we love a good story? What happens in the brain when we hear or read a compelling narrative?

When you dive into a story—whether you’re hearing it or reading it—your brain starts syncing up with the storyteller’s. Scientists call this “neural coupling,” but you might know it as “mirroring.” Research shows this isn’t just happening in one spot—it lights up multiple areas of your brain. And here’s the fun part: as you anticipate how the story will end, your brain rewards you with a hit of dopamine.

But that’s not all. The way a story paints pictures in your mind matters—a lot. The more vivid and detailed the imagery, the harder your brain works to bring it to life. That’s when the amygdala—a tiny bean-shaped control center tucked deep inside your brain—steps in. Its main job? Handling emotions, especially the big ones like fear, excitement, and stress. Think of it as your brain’s “emotional radar,” scanning for anything that feels important and tagging those moments, so you remember them. When something hits hard emotionally, the amygdala makes sure those moments are unforgettable.

And when you’re really into it? Your brain starts releasing oxytocin, the “connection” chemical, which makes you feel closer to the characters—sometimes closer than to real people.

With the combination of oxytocin, dopamine, and cortisol—the stress hormone that keeps you alert—you hang on every twist and turn. Suddenly, you’re hooked. That’s why we tell ourselves “just one more chapter” and end up reading or binge-watching into the wee hours when we should be catching that much-needed shut-eye instead.

That’s the biological power behind stories, and why cultures have relied on them for millennia. As long as we’re wired to seek connection and meaning, stories will keep shaping us—feeding our brains, sparking creativity, and changing the way we see the world.

So next time you give in to the guilty pleasure of escaping into a great story while chores pile up, remember—it’s not weakness, it’s biology.

Why strive for internal brand engagement? What makes it so important to your business? In the words of a CEO of a global fast food chain, “We’ve invested millions in developing our brand. Now it’s in the hands of our people.”

Your brand is experienced by your stakeholders in so many ways. The obvious being product satisfaction, logos, packaging, merchandising, marketing and advertising. All of these are important, but the entire brand experience includes all brand touch points ––including (and arguably most importantly) –– the interactions your constituents have with your employees.

Gaining alignment with your brand is essential for all employees. An employee who is not aligned is a recipe for disaster. This goes beyond the obvious employee who has personal interactions with your customers and other stakeholders. All aspects of a business can affect the customer experience, including turnaround time, accuracy, product quality, distribution, cleanliness, accessibility and more.

On the flip side, an employee who is aligned with your brand will deliver on your brand promise and that translates into revenue. To continue to build and maintain a strong reputation, it is important that an organization convey a consistent, cohesive brand image. Your brand is expressed in your marketing materials and also in your actions — in how your employees answer the phone, interact with your customers and the larger community, and how you deliver on your commitments and brand promise.

While crucial, just being aligned is not enough to deliver a stellar brand experience. I like to look at internal stakeholder brand alignment as a progression of four levels that have very distinct degrees of impact on your bottom line. As your employees move through the progression, they’ll transition from a rational engagement to an emotional one. This emotionally engaged employee, the true brand ambassador, will have the most significant effect on your reputation and longevity in the marketplace. Your goal should be to ensure each and every employee is somewhere on the alignment progression and that your organization is doing everything possible to lead them to the point of emotional engagement for maximum business success.

Awareness: At this level, you have successfully communicated your brand to your employees and gained their alignment. They are aware of your brand promise and recognize they are responsible for delivering it to your customers. They have passed the point of apathy or ignorance and “bought in.”

Understanding: Here, the employees begins to truly understand the significance of delivering on this brand promise. They understand the correlation between the living out the brand and the business impact it will make. They can see their efforts make a difference.

Commitment: Employees at this level are committed to the company mission and begin to show a concerted effort and true pride in delivering the brand. They are loyal and vested in your company outcomes.

Engagement: The employees that reach this level are your silver bullets. This is the peak you want all employees to summit. These employees realize that every interaction they have with your stakeholders, internal and external, makes a difference. They are not only committed to delivering your brand, they are passionate about it. This is the true brand ambassador and they are worth their weight in gold.

Your brand is not only your external face but also your internal heart. Employee brand alignment is crucial to delivering on your brand promise. And delivering on your brand promise will build your reputation, customer base, and profits.

Jennifer L. Park is a CEO, entrepreneur, senior leader and multi-decade veteran in the communications, marketing, and higher education fields. Park has helped companies such as the University of Denver, University of Colorado, Procter & Gamble, Kellogg, Eastman Kodak, Kimberly-Clark and Frito-Lay, achieve their communication, brand and revenue goals.

Tag Archives: culture

The Power of Storytelling