then the triumph. That’s the power of a small, personal story.” I could see how this applied to speakers and anyone trying to build a brand. Ian’s point was clear: your audience doesn’t need to hear about how perfect you are. They need to know you’re human. “Perfection doesn’t inspire people,” he said. “Vulnerability does. When you share your struggles, your audience feels closer to you. And when they feel close, they trust you.” Stories that Speak to the Heart Ian’s approach to storytelling is deeply rooted in psychology. He explained how our brains are wired to process stories differently than other types of information. “Humans are wired to process stories. It’s ancient built into our DNA. When you tell a story, you activate emotions, and emotions drive decisions,” Ian said. “It’s not just about what you say, but how you make people feel. That’s why stories outperform data every single time.” I couldn’t agree more. As someone who spent years as a TV host, I’ve seen the difference firsthand. Audiences light up when they hear a compelling story but tune out when faced with too many stats. Ian put it perfectly: “Stats can support a story, but they can’t replace it. And remember, it’s not about being perfect. The best stories have imperfections, they’re what make them real.”
Speaker Life
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