As business owners, nonprofit leaders, and marketers, we’re not just selling products or services. We’re building communities around ideas. To build those communities, trust is key. When people trust an idea, they believe in it. When they believe in it, they remain loyal, share it, and invite others to join.

This is the essence of modern marketing. Whether we’re running a business, raising funds, or championing a cause, we’re all in the business of spreading ideas. But the question isn’t just how to spread an idea—it’s what makes an idea worth believing in? What kinds of messages do people trust? What moves them?

The Power of Stories

Scientists have uncovered 30,000-year-old cave drawings in Siberia, created by early humans living in a world where survival was a constant battle. Amid the struggle to find food, shelter, and safety, someone took the time to tell a story on a cave wall. Even then, stories were essential. They’ve always been part of what makes us human.

Fast forward to today, and stories still captivate us like nothing else. Uri Hasson, a neuroscientist at Princeton, conducted a study measuring the brain’s electrical activity while people watched two videos. The first was a televised modern concert in New York City. The second was Alfred Hitchcock’s Bang! You’re Dead.

The concert triggered a 5% electrical response. The Hitchcock film? A staggering 65%. The difference? One told a story.

Stories electrify the brain. They engage us on a deeper level, influencing how we feel, think, and act. People don’t make decisions with their heads alone—they’re moved by their hearts. That’s why stories inspire action, whether it’s joining a cause, making a purchase, or pledging loyalty to an idea.

Why Stories Matter in Marketing

As marketers, we’re in the business of moving people—and stories are our most powerful tool. They create trust, spark emotion, and compel action. A great story isn’t just content—it’s a connection. It’s the reason someone chooses your brand, believes in your mission, or donates to your cause.

So, before we ask how to spread our message, let’s start with this: What story are we telling? Is it worth believing in?

Because stories don’t just move people—they build the communities that every brand, nonprofit, and cause needs to thrive.

Let’s make them count.