The Sea We Swim in: How Stories Work in a Data-Driven World

To persuade someone, drop the data and focus on the story, argues Rose (The Art of Immersion) in this punchy if shallow survey of corporate narratives. Stories have long been viewed as frivolous when compared to data, Rose writes, but psychological studies have shown they’re actually the best way to convey information and captivate a listener. Narratives also provide fertile ground for advertisers, who can beef up their message with a story that elicits emotional rather than rational response. To that end, he points to such brands as Dollar Shave Club, MailChimp, and Warby Parker (launched as the “Netflix of Eyewear”) which have all developed stories buyers responded to. While Rose offers good advice on how to capture attention (don’t treat an audience like just a pair of eyeballs), his focus tends to wander from business and into discussions of pop culture; Pulp Fiction and Westworld, for instance, loom large as examples of ways to tell a story that sticks. More critically, the book’s premise is pretty widely accepted, and it’s hard to imagine a contemporary business leader who isn’t already convinced about the power of storytelling. There’s plenty of good information here, but not enough of it is new. (June)