What's the story?

The magic of story is not in the story itself, but rather in what story does.

Well crafted, a good story is a mechanism through with an unusual bond is created with another person.

Story's true work is to instigate feelings.

It's power lies in its ability to sidestep the gatekeeping, rational mind and travel deep into another person's heart.

Here story ruminates and conjures up emotions which serve as a catalyst for a motivated response.

It's effective because it doesn't feel like we need to do any work to assimilate ourselves with one.

As humans we seek them out. We feel left out if we're not also in on the story. There is nothing to force, no need to disrupt attention.

Often the mechanism of story is glibly suggested as a solution to the challenge of building a bridge between a concept and an audience, but the real work done by story is perhaps not quite widely, or explicitly appreciated.

The resolution being offered in the suggestion is to turn to an approach that propagates feelings.

To prod and illicit emotions.

To connect with another in an irrational manner and affect how they are left seeing and behaving in the world.