Why stories make us care when numbers don’t | Anthony Tasgal | TEDxNewcastle
Summary
TLDRスクリプトの精髓を簡潔に提供する魅力的な要約で、ユーザーの興味を引き、関心を喚起する。
Takeaways
- 🧠 私たちは物語を通じて情報をより良く記憶し、感情を共有する生物学的欲求を持っている。
- 📈 効果的なコミュニケーションは、物語を通じて情報を伝えることを重視し、データやメトリックに頼りすぎないことが重要です。
- 🎭 物語は共感を引き出す「共感エンジン」であり、聴衆を話の内容に共感させ、話す人に対しても共感をもたらします。
- 📚 古典的な物語や諺は、シンプルな言葉で深い意味を伝え、聴衆に印象を与えます。
- 🤝 人々に物語を通じてつながれる感覚を与えることで、コミュニケーションの質が向上します。
- 🚀 Abram Gamesの「最大の意味を最小の手段で」というモットーは、コミュニケーションの力を示しています。
- 🧩 物語は「黄金の糸」を通じて論点や仮説をまとめ、聴衆に一貫したメッセージを伝えます。
- 🎨 ストーリーボードは、物語のロジックを視覚的に表現し、効果的なコミュニケーションに役立ちます。
- 🐱 物語の魅力は、シンプルな言葉に隠された紛争や対立から生じる緊張感や予期しない展開にあります。
- 🌟 物語を通じて伝えられる感情や共感は、聴衆の幸せにつながる可能性があるため、コミュニケーションにおいて重要です。
- 🔍 教育や政治など、様々な分野で物語を適用することで、コミュニケーションの改善が期待できます。
Q & A
どのようにして多くのプレゼンテーションが無駄に感じられるのですか?
-スピーカーは自分が経験したプレゼンテーションの中で実際に印象に残ったものが非常に少ないと述べています。彼はその比率が一般的であると考え、多くのコンテンツが乾燥し、贫血的で忘れられる原因は物語の芸術を忘れているからだと指摘しています。
物語の芸術がコミュニケーションにどのように役立つのでしょうか?
-物語は人間の脳にとって自然にあり、エモーションを共有する素晴らしい方法です。它能媒として機能し、聴衆を話者の視点や状況に共感させ、情報をより強力に伝えることができます。
Abram Gamesの強力なモットーは何ですか?
-Abram Gamesは「良いコミュニケーションは最大の意味を最小の手段で伝えること」というモットーを提唱しています。これは説得力のあるコミュニケーションの真髄を簡潔に表現しています。
Brexitのコミュニケーションが成功した理由は何でしたか?
-Brexitのコミュニケーションは3つの理由で成功したとされています。まず、コントロールの感覚を与えること。次に、何かを奪われ、不満を持たせる点。最後に、緊急性と行動を促す「命令形」の動詞を使用したことです。
教育において「edu-babble」という言葉は何を指すのでしょうか?
-「edu-babble」とは、教育界で使われている難解な専門用語や不明瞭な表現のことを指します。このような言葉は物語の力を奪い、情報を伝える際の意味を失わせます。
数字や測定への執着がどのようにコミュニケーションに影響を与えるのですか?
-数字や測定への過度な執着は、コミュニケーションを効率化と効果の神聖化に導きますが、物語の力や人間の感情を無視することで、伝えるべき意味やエモーションを失わせます。
oxytocinという物質はコミュニケーションにどのような影響を与えるのですか?
-oxytocinは、人間の血中に存在する物質で、ケア、つながり、信頼に関連しています。物語を聞くことや話すことでoxytocinがリリースされ、聴衆は話者や物語の他の人々に信頼を抱く傾向があります。
物語が記憶にどのように役立つのでしょうか?
-物語を通じて情報を伝えることで、記憶の品質が大幅に向上します。例えば、物語に組み込まれた単語のリストを記憶する場合、記憶率は約90%に上昇します。
物語の黄金の糸とは何ですか?
-物語の黄金の糸とは、物語の主題や論点、仮説を保持する線です。これは事実やデータの羅列を避け、聴衆が物語を追いかけ、興味を持続けるようにするものです。
コミュニケーションにおいて「empathy」はどのように重要ですか?
-empathyは他人の感情や立場を理解し、共感する能力です。コミュニケーションにおいては、storiesを通じて聴衆が話者や伝えられる情報に共感し、関心を持ち、情報をより深く理解するよう促すことができます。
スプレートーンの使用によるコミュニケーションの改善についてどう考えていますか?
-スプレートーンはシンプルなビジュアルツールで、物語の黄金の糸を視覚的に表現し、ロジックやストーリーの流れを整理するのに役立ちます。事実や数字なしでストーリーボードを作成することで、より効果的なコミュニケーションが可能です。
コミュニケーションにおいて「conflict」の役割は何ですか?
-「conflict」は物語の中心的な要素であり、物語の張力や興味深さを高める役割があります。聴衆がストーリーに引き込まれ、話者の情報やメッセージに注目し続けることができます。
Outlines
📖 忘れられた物語の芸術
この段落では、多くのプレゼンテーションが無駄になってしまう現実と、その理由として物語の芸術を失ったことに着目しています。話者は、自分が経験したプレゼンテーションの中で実際に印象に残ったものとその数が非常に少ないと述べ、物语の重要性について語ります。また、言葉の起源に興味を持ち、アブラム・ゲームズという人物の「最大の意味を最小の手段で伝えること」というモットーを紹介しています。
🎭 伝える力:数字と感情
この段落では、数字と物語の伝える力について議論しています。話者は、数字に対する過度な依存と、それが持つ限界について指摘し、物語がどのようにして人々の感情を引き出すか、そして記憶や信頼を形成するかについて説明しています。さらに、実験を通じて物語が脳内でどのように機能するかを示し、物語の普遍性和自然なプロセスであることを強調しています。
🌟 物語の力:共感と黄金の糸
最後の段落では、物語を通じて共感を促進し、効果的なコミュニケーションを行う3つのヒントが提供されています。話者は、共感の重要性と、物語がどのようにして共感を創造するかについて語ります。また、物語を構築するための「黄金の糸」やストーリーボードの使用方法について説明し、物語の要素である紛争と緊張を作り出す方法を提案しています。最終的に、物語は私たちをより効率的で効果的なコミュニケーターにし、幸せにすることができると結び付けています。
Mindmap
Keywords
💡Storytelling
💡Impact
💡Authority
💡Communication
💡Brexit
💡Edu Babble
💡Lean and Agile
💡Oxytocin
💡Memory
💡Empathy
💡Golden Thread
💡Conflict
Highlights
The speaker reflects on the number of presentations they've experienced and how few have left a lasting impact, highlighting the importance of memorable storytelling.
The Art of Storytelling is believed to have been lost, leading to dry and forgettable content.
The speaker's background as a lapsed classicist and etymologist influences their perspective on the power of language and storytelling.
Abram Games' motto 'good communication is maximum meaning minimum means' is shared as a powerful summary of effective communication.
The speaker wants to explore how storytelling can improve communication across various sectors, starting with the public sector and politics.
The Brexit campaign is analyzed as a successful piece of communication due to its control over narrative, emotional appeal, and the use of imperatives.
The speaker criticizes the use of jargon in education, dubbing it 'edu-babble', and emphasizes the need to eliminate jargon for better storytelling.
The negative impact of the repetitive and trivial nature of certain communications, likened to torture, is discussed.
The speaker introduces the term 'arithmocracy' to describe the obsession with numbers and measurement in modern communication.
Storytelling is shown to release oxytocin, promoting care, connection, and trust, and can also help release cortisol, focusing attention.
An experiment demonstrates that memory retention increases significantly when information is embedded in a story.
Storytelling is universal across all demographics, races, and cultures, unlike tools like PowerPoint or Excel.
The natural human tendency to see the world through stories is emphasized, and an experiment from the 1940s is referenced to illustrate this point.
Three tips for effective storytelling are introduced: empathy, a golden thread (a central narrative), and the use of conflict.
The importance of empathy in communication is stressed, as stories act as 'empathy engines'.
The concept of a 'golden thread' is explained as a narrative structure that holds a story together and avoids a disjointed presentation of facts.
The speaker suggests using storyboarding as a tool to visualize the logic of a story's thread without getting bogged down in facts and figures.
The power of conflict in storytelling is emphasized, as it creates tension, anticipation, and suspense.
Storytelling is positioned not only as a means to improve communication but also as a potential source of happiness through the experience of 'flow'.
Transcripts
let me tell you a
story few years ago um I was on a train
idling the time away and I got to
wondering I wonder how many
presentations I've written I've created
and how many I've actually witnessed
stroke endured and on the back of an
envelope I'm allowing a bit for
inflation yeah it's quite a big number
and then I got to thinking I wonder how
many of them I remember how many of them
have had an impact on me and that number
was vanishingly small it's probably like
6 to
10 and I got to thinking I didn't think
that ratio is that
atypical and how have we ended up in
that situation where we've created so
much content which is dry and anemic and
forgettable why because I think we've
lost we've forgotten The Art of
Storytelling
now just something about me uh I am a
lapsed classicist which means I spend a
lot of time with Homer Virgil and
Nero and apart from that it gives me a
rather unhealthy obsession with
etymology where words come
from the word Authority we've forgotten
what's behind that
word we are designed to give credibility
to give meaning to look up to authors or
storytellers because they tell us about
the world they tell us about who we
are now one such Storyteller somebody
who's not given I don't think enough
recognition there's a man called Abram
games he was a a poster designer in the
second world war worked with church
ups and amongst other things he had what
I consider to be an extraordinarily
powerful
motto good communication he said was
maximum meaning minimum means and in my
many Decades of working in the
communications world I've yet to see a
pithier more eloquent summary of The Art
of persuasion of influence of
communication than those
words so I want to look at a number of
different Arenas the public sector
politics education the corporate world
because I want to see how we can improve
our communication by applying
storytelling so my first example is
going to take us back to if we can go
back that far to the era of brexit yes
I'm sorry I want to make purely
Communications points here by the way
not politics just to be clear why do I
think that was such a successful piece
of communication three
reasons firstly control who doesn't want
to sense that they are in control that
they can influence the world around
them secondly it's not just about taking
control it's taking back
implying something has been taken away
we've lost something there's a sense of
grievance very emotional psychological
truth behind
it and thirdly it uses the form of the
verb called the imperative take it back
in the communications world this is
sometimes called the the call to action
do it do it now a sense of immediacy and
urgency and the other side the remainers
well I'm afraid they had just a series
of incoherent facts and details that
didn't really hold
together I want to move on now to
education which is also now prey to what
I call edu
Babble I'm going to hear about scalable
rubric based
assessment me neither or children
talking about where six or seven coming
home to their parents what did you do
today well we started off with the
non-negotiables
what now someone once said about history
history is just one damn fact after
another and I think that's the problem
with an Offa of our communication just
the Mindless and endless repetition of
facts and figures and details and
information by the way just talking
about jargon please I know it's hard but
let's try and eliminate as much jargon
as we
can jargon is the enemy of Storytelling
it is the thief of meaning
just one example please in my company if
you ever meet me or come to see the book
signing afterwards please do not use the
Expression lean and
agile the only people who should use the
term lean and agile are people who
describe
gymnasts and my last example is I don't
know how many of you are familiar with
Barney the purple dinosaur yes a few
parents there I want you to keep that
image in your head but also G Tano Bay
yeah interesting J position because this
came out a while ago the Americans were
using various forms of mental and
physical torture to try and elicit
information
from the detainees at grantan Mo Bay so
they were using like death metal but
they also played the Barney
song yes I love you you love me we're a
happy family on a permanent 24-hour Loop
to inflict the maxim possible mental
torture on people at guantan moay
parents are nodding
here but that for me is again an analogy
with what's happening to too much of our
communication the Mindless and endless
repetition of things however trivial or
meaningless after a while it becomes a
form of
torture how have we ended up in this
situation and then more importantly how
do we get out of it we've created a
system that I call arithm mraay an
obsession with numbers and measurement
the belief that there are some most
Divine
infallibility in numbers we deify
data we've created a class who owe much
of their influence to their ability to
control these numbers these metrics
these kpis key performance indicators be
it in health or policing or in
education but let's look back and what
and see what storytelling can actually
do it's been shown again some science
it's been shown that when people listen
to or even tell
stories a molecule in the blood called
oxytocin is released an oxytocin is
associated with care and connection and
Trust we literally chemically designed
to trust people who tell us
stories also can help release cortisol
which focuses attention
these things are not accidental they
seem to be part of our biology our
chemistry and there are many many other
ways in which storytelling can benefit
us here's an experiment about memory
when people are asked just to remember a
list of various words they can only
remember about 133% of them but if you
give it embedded in a
story that figure Rises to like
90% there are so many reasons why
storytelling is
underappreciated but also it's Universal
there is no demographic group no race no
culture on Earth that doesn't have
storytelling the same however cannot be
said of PowerPoint or
Exel
anthropologists have delved deep into
the Amazon
jungle and discovered a tribe that
doesn't use
spreadsheets sorry
David um but also storytelling is
brilliant because it identifies and
amplifies emotions now this is the
Phoenix Cinema in North London the
oldest continued running Cinema in the
country I was a trustee of it for many
years again going back to what it was
like during covid when we couldn't go to
the cinema or the theater or see a gig
what was it we
missed we missed sharing
emotions laughing and crying together at
a Richard Curtis
romcom squeezing up next to someone when
there's a scary
movie or coming out of a Wes Anderson
film and agreeing that was the most Wes
Anderson film he's ever
made but there's one other thing I want
to talk about which is that we do this
naturally I don't really have to teach
people about story because it's
something our brain naturally does it
sees the world in form in the form of
Storytelling now I'm going to show you a
very old clip now from an experiment
carried out by some German psychologists
in the 1940s called haer and siml and
they showed their subjects this film and
just asked them to describe what was
going on and I'm going to get you to do
that now so you're going to see some
things in a minute and I just want you
to sort of look at what's
happening
yeah now if you like the subjects in
this experiment your brain is just
looking at these
shapes but you're doing more than than
that your brain is spinning a story it's
saying actually the big triangle and the
Little Triangle are fighting and maybe
they're fighting for the affections of
the circle and the circle
is because you don't just see a story in
there you construct it you construct
characters with motivations with
drives your brain naturally thinks in
the form of a story and in particular
conflict which I'll come back to later
so how do we
thwart the evil empire of the arithm
mrac let me give you three tips I
mentioned Take Back Control but three is
everywhere in storytelling b v
liberality fraternity three wise men
Three Blind Mice the number of times
you're a
lady I'm surprising amount of commodore
fans in
tonight note that for next time uh my
first tip is empathy for me empathy and
caring has become one of the major
casualties of our industrialized and
commoditized
communication and that's what stories
are they are empathy engines we go into
a world we imagine what it's like to be
in the head on the world of another
person their fears their hopes their
challenges their
hurdles and surely empathy is what we
want to create in our
communication not just to browbeat
people and bludgeon them with bullet
points but to get them to care
about what it is that we're saying and
maybe even who's saying
it let me tell you another story so a
few years ago I was working with an ad
agency and they had a problem their
creative Department were not getting on
well with their planners the strategists
so they asked each interview the
creative people and one of the senior
art directors she said here's the way I
Define a good planner and a bad planner
she said a good planner is like a
radiator they radiate light or heat or
insight but a bad planner is like a
drain when they come into the room all
of your life force and all of your
energy drains away yeah you know so many
one know drains in their lives okay
don't have to name them you can see me
later and again I think that's what
storytelling is good at doing by the way
the worst thing you can be is a drain
who thinks they're a
radiator my second tip takes us back
again to my classical background thesis
and the minor Ari Adney gave thesis a
golden thread to help him find his way
into and then safely out of the
labyrinth where the minor was a good
story has a thread that holds things
together it can be a point of view an
argument a hypothesis or what if but you
need that to avoid the possibility of
just giving people one damn fact after
another and I'll give you a tip here's a
great tip about
using storytelling and Golden Threads
storyboard it creative will do all all
the time Post-it notes no facts no
numbers but just storyboard the logic of
your
thread I did one recently for a client
where I said to them look the problem
you have is if you don't listen to Our
advice your brand will be dead in five
years that was the
thread and talking about threads and
again going back to my favorite topic of
etimology it's amazing how much that
language appears everywhere we talk
about weaving a tail or spinning a young
yarn or fabricating a
story but there's also another word
which is Hune from the same eological
cloth which is everywhere we go but
we've forgotten where it comes from the
word
text comes from the word textile it
means what has been woven
together so empathy the golden
thread and as they say about PowerPoint
you never have more than five slides
away from a cat so I want to tell a
story actually about John lar the famous
spy writer who was asked how do you
define how do you begin how do you
construct the story and this is his his
tale he said the cat sat on the mat is
not the beginning of a
story but the cat sat on the dog's mat
is isn't that great cat sat on the mat
your brain goes well that's what happens
cats all not notorious Matt
sitters but you hear the cats out on the
dogs Matt there's going to be blood
conflict yeah a lot of pet owners in
today too much of our communication is
the cat sat on the mat nothing to see
here we need to make more which is the
cat sat and the dog's mat to build that
tension anticipation
suspense so I like to say that numbers
numbers but stories stir us I'd like us
whether we're talking to our citizens
our colleagues our clients our children
to worry a bit less about prove but a
lot more about move
because there's evidence that
storytelling can put us in that moment
of flow and flow can contribute to
happiness so maybe storytelling won't
just make us more efficient and
effective as
communicators it might even make us a
tad
happier and that I think is something of
which Abram games would
approve thank
you
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