IPA Training Forum: Impactful Storytelling

Impactful vs forgettable storytelling

In this one-hour virtual 'taster' session we take a deeper look at the neuroscience of storytelling and the success formula for creating a memorable story.


Storytelling, it seems, is in our genes. For millennia it has been central to human society, culture and history. We share stories with our children to make sense of the world around us and our role in it. Yet storytelling is anything but rational. And herein lies the difficulty. Often when we craft stories, for example to build a brand, sell a product or simply to convince others of necessary change, we focus on addressing people’s rational minds.

But as humans we are first and foremost irrational beings with minds as unpredictable as the behaviour of an elephant. So, how can you ride that elephant? What is the difference between an impactful piece of storytelling and one that is easily forgotten?

Why do we still remember a “Guinness Surfer” ad from 1998 (yes, you read correctly!) or talk about the Benetton campaign from Oliviero Toscani when so many more recent advertising campaigns have long been forgotten?

Join us to dissect the below questions, and others, in a practice-led Training Forum webinar:

  • What actually happens in our brains as we hear a story that sticks?
  • Which key elements does a story have to have to be remembered?
  • How can you use this knowledge to craft your own story?

Date & Timings:

Wednesday 26 June, 10am - 11am via zoom.


Britta Posner is an experienced Leadership & Organisational Development consultant and coach, based in Berlin. She has over 20 years international work experience in diverse leadership positions within marketing and communications, which allows her to combine theory with practice.

In 2014 Britta set up the organisational development consultancy, The Collaboration Practice, focusing on leadership development as well as supporting organisational change processes.

Last updated 01 May 2024