Storytelling in sciences and technology: a contradiction in terms?

STEM disciplines are still often associated with presenting stats, data and overall abstract information. As an academic researcher, I remember the importance of telling a story was imprinted on me, whether it was writing a paper, a funding proposal or creating a conference presentation. It was a hard but very rewarding task. It meant getting out of my bubble and creating a storyline out of my day-to-day research struggles. It meant structuring dry facts and figures in a compelling narrative. It meant connecting with my audience so they would not doze off or put my paper on a pile of maybe-but-probably-never reads.

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While I have created dozens of scientific stories over the years, I never realized there is actually an art of storytelling. From the cave drawings in Lascaux to the release of Finding Nemo, mankind has engaged in storytelling for tens of thousands of years. Next time you are really hooked on to a good book or movie, be aware the authors or directors are just playing with the chemicals in your brain, juxtaposing sad and happy moments so you go through a rush of dopamine, endorphins and oxytocin.

So if there is a science to storytelling, can we also apply storytelling to science? As I read the insights from Pixar screenwriter, Matthew Luhn in his book ‘the best story wins’, I took to heart the following messages applicable to science & tech communications:

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The average attention span of people is 8 seconds

Creating a great hook is essential. Think of arousing curiosity with intriguing questions like ‘what if the meteor killing the dinosaurs had missed?’, as in Pixar’s movie ‘The good dinosaur’. Present an appealing appetizer so the audience wants to devour the rest of your cooking. With all the hard work that goes into research, it is sad to see presentations turn into collective day dreaming events.

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Stories generate a powerful dose of empathy

Communicating complex info & data requires empathy. Put yourself in the audience’s shoes, considering what they care for and what they know. Good stories will create similar brain activities in the listener's and storyteller’s mind. However, I have often seen (and sometimes experienced myself) this process of neural coupling fails. Why? Simply because we overestimate the capacity and knowledge of our audience. It requires a tremendous amount of effort to put our audience into the same worn out 'research shoes' we have been wearing, without them just walking away. As John Steinbeck said: ‘If a story is not about the hearer, he will not listen’.

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Create authentic stories

Science doesn’t need any preachy or moralistic conclusions, belittling the audience. While scientific communication might lure us into profiling ourselves as ‘clever minds’, our audience is more likely to root for us if we create an authentic connection with them. Using the appropriate tone and nuance might generate more leverage than doing otherwise. For those Finding Nemo fans amongst you, think of it as delivering the moral of this movie. While the actual message was, ‘Being overprotective won’t lead your loved ones to a better life’, the script writers brought it more subtly: ‘If you never let anything happen to Nemo, nothing will ever happen to him’.

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So if these are the do’s from Pixar’s storytelling, are there any don’ts for scientific storytelling? Although a classic story builds up towards a crisis and climax, I definitely don't recommend this for stories in STEM ;-). It is better to put your message upfront, whether it are slides or paragraphs, getting the action going as quickly as possible. Next, take your time to elaborate on your reasoning behind your message.

While scientific storytelling might be a different ball game than creating the next Monsters Inc movie, awareness and insights from the Pixar master minds might definitely help to wrap your facts in a narrative deliverable to a variety of audiences.

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As the Native Americans already knew, the best story wins:

“Tell me the facts, and I’ll learn.

Tell me the truth and I’ll believe.

But tell me a story and it will live in my heart forever.”

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