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Wrong Jennifer Aaken?

Jennifer Aaken

Marketing Professor

Stanford Graduate School of Business

HQ Phone:  (650) 723-2146

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Stanford Graduate School of Business

655 Knight Way

Stanford, California,94305

United States

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www.taketheleadwomen.com

Jennifer Aaken, marketing professor in the Stanford Graduate School of Business, has studied the power of stories, specifically as they relate to women's leadership.
"Stories are remembered up to 22 times more than facts alone," Aaken writes. Narrative can be used as tool to help enhance your power of persuasion. "When people think of advocating for their ideas, they think of convincing arguments based on data, facts, and figures. However, studies show that if you share a story, people are often more likely to be persuaded. And when data and story are used together, audiences are moved both intellectually and emotionally," Aaken writes in her guide, "Harnessing The Power of Stories." "When telling a story, you take the listener on a journey, moving them from one perspective to another. In this way, story is a powerful tool for engendering confidence in you and your vision. Harnessing the power of story will enable you to be more persuasive, move people to action, and progress into your career," according to Aaken. In her guide, that is also available through Lean In, Aaken writes: "Stories shape how others see you. The stories people tell about you influence how they see you; whether they would hire you, buy from you, or like you. The stories people tell about you also influence how you feel." Aaken confirms, "Stories are tools of power. "Stories persuade," writes Aaken at Stanford.


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