Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business

Introduction
1
. “History,” Eight & Bob, accessed February 5, 2019,
https://eightandbob.com/us/history/.

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Chapter 1: The Gaps in Business and the Bridges That Close (and
Don’t Close) Them
1
. “Building Powerful Brands / Brand Revitalisation: Extra Gum—Give Extra,
Get Extra,” The Marketing Society, accessed March 18, 2019,
https://www.marketingsociety.com/sites/default/files/thelibrary/Give
%20extra_Redacted.pdf.
2
. Magnus Pagendarm and Heike Schaumburg, “Why Are Users Banner-
Blind? The Impact of Navigation Style on the Perception of Web Banners,”
Journal of Digital Information
2, no. 1 (2001),
https://journals.tdl.org/jodi/index.php/jodi/article/view/36/38.
3
. “Online Consumers Fed Up with Irrelevant Content on Favorite Websites,
According to Janrain Study,” Janrain, July 31, 2013,
https://www.janrain.com/company/newsroom/press-releases/online-
consumers-fed-irrelevant-content-favorite-websites-according.
4
. Melanie C. Green and Timothy C. Brock, “The Role of Transportation in
the Persuasiveness of Public Narratives,” 
Journal of Personality and Social
Psychology
79, no. 5 (2000): 701–21, http://dx.doi.org/10.1037/0022-
3514.79.5.701.
5
. T. Van Laer et al., “The Extended Transportation-Imagery Model: A Meta-
Analysis of the Antecedents and Consequences of Consumers’ Narrative
Transportation,” 
Journal of Consumer Research
40, no. 5 (February 2014):
797–817, https://doi.org/10.1086/673383.
6
. Jillian Berman, “There’s Something About Breath Mints and Sharing,” 
The
Wall Street Journal
, September 11, 2017,
https://www.wsj.com/articles/theres-something-about-breath-mints-and-
sharing-1505135794.
7
. “Building Powerful Brands,” The Marketing Society.
8
. “Building Powerful Brands,” The Marketing Society.

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Chapter 2: Once Upon a Brain
1
. Paul J. Zak, “Why We Cry at Movies,” 
Psychology Today
, February 3,
2009, https://www.psychologytoday.com/blog/the-moral-
molecule/200902/why-we-cry-movies.
2
. Paul J. Zak, “Why Inspiring Stories Make Us React: The Neuroscience of
Narrative,” 
Cerebrum
(January–February 2015): 2,
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4445577/.
3
. Zak, “Why Inspiring Stories Make Us React.”
4
. Zak, “Why Inspiring Stories Make Us React.”
5
. See Ushma Patel, “Hasson Brings Real Life into the Lab to Examine
Cognitive Processing,” 
Princeton University News
, December 5, 2011,
https://www.princeton.edu/main/news/archive/S32/27/76E76/index.xml.
6
. Zak, “Why Inspiring Stories Make Us React.”
7
. Zak, “Why Inspiring Stories Make Us React.”
8
. Zak, “Why Inspiring Stories Make Us React.”

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Chapter 3: What Makes a Story Great
1
. Chris Chase, “Seattle’s Super Bowl Win Made Gambling History,” 
USA
Today
, February 4, 2014, http://ftw.usatoday.com/2014/02/seattle-
seahawks-super-bowl-prop-bets-odds.
2
. Suzanne Vranica, “Higher Prices Don’t Keep Marketers Away from Ad
Time for Super Bowl,” 
The Wall Street Journal
, January 3, 2012,
https://www.wsj.com/articles/SB10001424052970203899504577130940265401370.
3
. Sherwood Forest, “Budweiser Super Bowl XLVIII Commercial—‘Puppy
Love,’” YouTube video, 1:00, January 31, 2014,
https://www.youtube.com/watch?v=Zsj9AiK76Z4.
4
. See Jill Rosen, “Super Bowl Ads: Stories Beat Sex and Humor, Johns
Hopkins Researcher Finds,” Hub, Johns Hopkins University, January 31,
2014, http://hub.jhu.edu/2014/01/31/super-bowl-ads/.
5
. Yuval Noah Harari,