Turning Stories Into Action: The Brain Chemistry Behind Influence With Paul Zak

Dr. Paul Zak, neuroscientist and founder of Immersion, joins the show to reveal how stories physically and emotionally move us and why crafting the right narrative can transform behaviour.In this episode, we go deep into the neuroscience of storytelling, what makes a story truly memorable, how to grab attention from the first seconds, and why emotion, not just information, is the real driver of behaviour change. From TED talks to boardrooms, we break down why your audience's brains are built for narrative and what happens at a chemical level when a story lands.Paul Zak reveals the research behind immersion, why stories beat statistics every time, and how even movie trailers are fine-tuned to trigger oxytocin and drive action. He shares his own "crying on a plane" moment, lessons from the Pentagon, and practical tips honed from testing thousands of stories in the wild.You'll leave with a neuroscientist's toolkit for influencing behaviour: how to open hot, create emotional resonance, and close with impact. Plus, the reason you should keep your stories under 20 minutes and what happens if you don't.GUEST BIO & LINKSDr. Paul Zak is a pioneering neuroscientist, university professor, TED speaker, and founder of Immersion. Renowned for discovering oxytocin’s role in trust and human connection, Paul has spent three decades studying the science of behaviour in settings ranging from the Pentagon to Fortune 50 boardrooms. His research and real-time immersion technology have reshaped how organisations use storytelling to influence decision-making, engagement, and memory. Paul is the author of The Moral Molecule, Trust Factor, Immersion, and The Little Book Of Happiness.Connect with Paul Zak:Website: https://www.getimmersion.com/Personal Website: https://pauljzak.com/LinkedIn: https://www.linkedin.com/in/paul-j-zak-91123510/ABOUT THE SHOWChief Story Officer is a podcast about how stories drive strategy, not just communication. Host Rob D. Willis talks with executives and thought leaders about the moments where the right message changed everything.Real stories. Real impact. Every two weeks.CONNECT WITH ROBWant frameworks for strategic storytelling? Download the free guide: "5 Ways to Make People Care About Your Strategy"→ subscribepage.io/robdwillisConnect with Rob:Website: robdwillis.com LinkedIn: linkedin.com/in/robdwillis Instagram: @robdwillis TikTok: @robdwillisSubscribe to Chief Story Officer wherever you listen to podcasts.