so why isn’t this opportunity a slam dunk?
Because we’re selling to humans.
The methodology behind EQ Story Works
The Neuroscience of Persuasion℠ is a framework for building presentations and stories the way the brain actually decides: who it trusts, what it remembers, and what it retells.
Developed over 19 years. Put to work through EQ Story Works.
The framework
Each step answers a question the audience is already asking. Skip one and the next can’t land.
It’s not about you.
It’s about them.
Our brains are constantly engaged in the critical task of filtering out irrelevant information.1 Our brains constantly determine our focus by asking, “What does this mean for me?”
1. Plebanek DJ, Sloutsky VM. Selective attention, filtering, and the development of working memory. Dev Sci. 2019;22(1):e12727. doi:10.1111/desc.12727
How to turn facts into meaningful take-aways
By knowing the emotional as well as rational needs of your audience, you can spin facts into emotion-laden headlines that will relieve them from complex terminology to parse.2
2. Fortenbaugh FC, DeGutis J, Esterman M. Recent theoretical, neural, and clinical advances in sustained attention research. Ann N Y Acad Sci. 2017;1396(1):70–91. doi:10.1111/nyas.13318
A narrative thread makes it stick.
A fact wrapped in a story is 7–10 times more memorable.3,4 Memorability is how your pitch is remembered in the decision room you’re not invited into.
3. Heath C, Heath D. Made to Stick. 2008. Arrow Books.
4. Bower GH, Clark MC. Narrative stories as mediators for serial learning. Psychon Sci. 1969;14:181–182. doi:10.3758/BF03332778
Free resource
First published in 2014 and updated since, the whitepaper lays out the research and the method in one short read. Inside:
Put it into play
EQ Story Works brings the framework into your business. Start there, or go straight to the one you need: learn it yourself, have it built for you, or deploy it across every account.
Explore EQ Story WorksOr go direct
Learn it
The book and framework Fortune 100 deal teams use to make their pitch the one people retell.
storycurrency.com
Have it built
Sales stories, investor stories and deal coaching, built alongside you by a partner in the room.
presentationpartners.com
Deploy it at scale
An EQ narrative engineered on this framework, personalized for every account in your portfolio.
pathosstory.ai
The book
STORY: The Currency of Influence by Jon Timothy Newsome. Your audience forgot your last pitch before the elevator closed. Not because your idea was weak, but because your story was. This book rewires how you communicate when the outcome matters most.
Get the book on Amazon“If the world doesn’t yet get your genius, this book will change that.”
Jeffrey Spence