The modern business: storytelling as a tool for persuasion

How come children are able to memorise 721 types of Pokémon, relate them to each other and classify them in generations, but they can't remember the 118 elements of the periodic table?

How come we adults can remember the name of all the players in our football league but find it hard to memorise a protocol for action within the company?

In recent decades, a new learning model is being proposed. A model that enables concepts to be retained by people, persuading them, holding their attention and generating emotions. Storytelling is one of those tools which, along with gamification, allows us to use CITs with this new approach to training.

So that when the time comes for training there isn't a "please nooooo". Boring topics, without stories nor emotions. Miles of text, lifeless videos... Stories connect emotionally with people, they hook them. By connecting emotionally, neuroscience has proven that they are better stored in memory. In addition, a story makes it all form part of a logical universe, making it easier to remember.

Messages communicated through stories are received by workers in a voluntary and positive way, because they are willing to listen to them. Therefore, this facilitates not only memorisation, but also awareness raising and a more positive attitude. Thanks to this, a change of mentality is easier to achieve.

LANDER, aware of the importance that these methods are acquiring, has included this new technique in its new Track to Safety training proposal. A powerful story that grabs attention in a flexible and motivating environment, which will enable the student to continue learning, activating positive behaviours in benefit of the company and, in short, to actively enjoy the training activity beyond the technical training they receive.

In this innovative experience, drivers are taken to a world where safety is in danger, and they must act using their knowledge to avoid the catastrophe and take the passengers to their destinations safe and sound. In this environment, the user finds a platform where they can access small capsules of content and different styles of games, at their own pace, gradually discovering new things.

All of this will lead the driver to be rewarded and acknowledged by the rest and, of course, to feel proud because the company also offers them the opportunity to enjoy the learning experience. The post-modern company needs storytelling as a basic communication tool with which to build a habitable place for workers, turning itself into a modern, dynamic and flexible company with close ties to its workers and which effectively communicates its values.

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