Why Do They Work?

In short, stories create a sense of empathy between a reader or listener and the story, something that's backed up by brain research over the past 10 years, according to Ashlock.

For example, "you cry at sad movies ... because your body thinks it's happening to you," he said. "This is the power of narrative. It tricks your body into having a physiological response that is connected to the feelings and the experiences" of the person or character in the story.

"There is no other tool that we have that enables us to, on an individual and collective basis, look at someone who is not us … and still truly imagine what they are feeling and experiencing," Ashlock said.

How can this work in business? Think of persuading a CIO to buy from your company, or inspiring a prospective new hire to come aboard.