Wissame Cherfi | Le Pouvoir du Storytelling
Un article court sur le pouvoir du storytelling et la science derrière le concept.
storytelling, raconter, histoire, marketing, science, storyteller, marketing, se raconter, business storytelling, vendre, oxytocine
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Do you know what separates a story like there are thousands, a story that will emotionally move your audience? I answer in this article.

Storytelling is the art of telling captivating stories.
Not only captivating, but which will “transport your audience, immerse and move them while losing notions of time and space”.

A few years ago, I realized that the storytelling techniques that I incorporated into my videos also had an impact on my habits, my productivity and more surprisingly on my mental blockages.

This article is not a magic potion, but an introduction to the art of storytelling including scientific explanations.

Written by Wissame Cherfi| 6 min read

I was 15 years old and I was in full adolescence … I had “friends” who seemed to have a negative influence on me. And that, my father felt it for miles. So he decided to tell me a very precise story that changed my life forever – I’ll tell you soon if all goes well … –


A few years later, I understood the power of what he had just done. Not only to this day, I remember the story by heart – he only told it to me once – but I remember exactly what I was looking out of the window when he started his story.
You see a little the impact of his story on me.
Then I was literally transported, nothing else was around me.

Since making videos , I’ve always thought there was a scientific explanation of how people connect and react to the stories I tell.
I have been dubbed ‘tearful’ for my ability to tell very touching stories.
I did not follow any strategies, just my intuition … I wanted to understand.

In 2015, I began research in this direction. I have read, seen, listened to a lot of things on the subject.
My intention with this article is simple: summarize some of the key things I’ve learned over the years so that you too can apply them to you or your business.
You will also find all sources at the end of the article.
I am not trying to reinvent the wheel, but simply to explain to you how I adapted these scientific facts to my work process.

According to Patrick Moreau of Muse Storytelling , three main elements explain the phenomenon:

Narrative Transportation

You have to think about a trip, a way of mentally leaving the place where you are to immerse yourself in the world and the space created by the story. The more you are transported, the more your physical environment disappears. The immersion in the story is total, you no longer worry about the distractions around you.

The more you are transported in the story, the more likely you are to adhere to the beliefs and actions you see in it.

Mirror Neurone

This neuron is the one that reacts when we see someone perform an action. It’s like we’re doing it ourselves. This cell is activated when we tell a story to which the viewer can relate. 

Hormonal Effects

When the viewer is transported and immersed in the story, a series of hormones are secreted according to the emotions.

Dopamine | Effects on concentration, motivation, memory – driven by suspense.
Oxytocin | Trust, connection, generosity – driven by empathy.
Endorphin | Focus, motivation – driven by laughter.

The most effective form of human communication.

What does it mean when you relate it to a story: if your story shows a really emotional character, the audience will experience that emotion. Everyone is not affected in the same way but the more you are transported in the story, the more connected you are to the character and the more likely you are to experience the same emotional states as those you see on the screen. It’s strong, is not it? 

“Stories provide emotions. Emotions bring actions. “

Story allows us to embark our audience on a journey – a journey that engulfs them and leaves them completely changed. This trip can reflect on our own beliefs, our thoughts. I knew how powerful storytelling was, but discovering the chemical reactions that occur in the brain also led me to mentally consolidate myself with positive affirmations.

While working on my program I realized that the mental blocks that we face in our life are reprogrammable with the help of a powerful story that will then act on our subconscious. It’s pure storytelling… Knowing the effects of it is a big plus for anyone undertaking a personal or professional project.

I sincerely hope that these few facts will help you better understand the importance of well-thought storytelling about yourself and others.
If you want to push a little forward on the subject, I invite you to discover

Thank you for reading so far.

Sources and inspirations for this article:
 David JP Philips, The Magical Science of Storytelling ( https://bit.ly/2t7NEbz )
– Chimamanda Adichie TED ‘speech ( https://bit.ly/1l2iMmm )
-‘ The Story of Story ‘, by Patrick Moreau ( https://bit.ly/2IwZAki )
– Leo Widrich ( http://bit.ly/19eZqX7 )
– Joseph Campbell ( The Hero with a Thousand Faces )
– Andrew Stanton – 2 + 2 instead of 4 ( https://bit.ly/1gWKTim )
– Storytelling Muse ( https://bit.ly/2SUVC9S )
– Annie Neimand, Ph.D. ( https://bit.ly/2m22ylU )

You have read the main elements that help to understand the effects of good storytelling on humans.
If you want to better tell or tell you, I have the solution for you!
I let you discover and participate in the development of  !