This talk shares the WHY story matters and examines the science behind how the human brain behaves. Effective Communication is critical in business and telling stories is a modern-day business necessity. There is a lot of noise and clutter to cut through to be heard and using stories can help both capture and maintain an audience’s attention. This talk will share examples of the impact of telling stories rather than simply giving information as well as providing a simple and effective format for telling compelling stories that the audience can implement immediately.