Evolutionary biologist E. O Wilson found in his research that human culture and society, as we know today, is formed, because humans have been storytelling since the beginning of time - first orally, then visually and finally in writing.

Thus storytelling is key to human evolution. Storytelling is also the fundamental element of marketing. Hence storytelling can also impact human capital.

HUMAN CAPITAL  ∝  (EQ + IQ) Of Internal Stakeholders

Scientist Daniel Goleman's research reveals that you can hire great personnel with great IQ, but after that, to perform well, they need great EQ.. And the one medium which influences and grows human EQ are stories.

An organization grows through achieving goals and objectives. For these goals to be achieved the human group performing it needs to have resonance to the goal and the goal should appeal to them. 

Basically, the hero needs to know his goal and he needs to become the goal. Resonance and embodiment.

As Aristotle said these stories need to have 3 elements, ethos-character, logos - logic and pathos - emotion. If emotion is missing in the story, character and logic become irrelevant. For information only gives rational understanding, experience ignites emotion. 

Hence, these stories need to have a narrative format

As the Nobel prize winner scientist Robert Schiller found narrative formats creates narrative identity for the viewer. And professor Uri Hanson found the same narrative medium creates resonance amongst the audience.

At One Story we take the oral, visual and written and combine the narrative into a film.

Films affect human attitudes, beliefs, and behaviors. Exactly the reasons why marketing uses films to influence consumers. Many researchers from neuroscience, cognitive psychology, behavioral science have found that films affect human perspective. And perspectives drive decision making and in turn action. As they say, we are the stories we tell ourselves.

Hence the faculties of a film like - story, music, visuals, characters, sound, dialogues , etc together weave a narrative to bring about the highest impact. Which is why video is most consumed medium today.