We have to have the numbers and the information to give us a sense of our business’ vital signs. But it takes narrative to allow people to wrap their minds around what the data means and how to move forward.

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In this week’s interview with Robert McKee on the power of story in business, he’ll discuss how our minds are story-making machines that tend to view data as a distraction. What our minds really focus on is change and how perceived future events will impact our life. There is no amount of data that allows the mind to see its perceived future.

So if you want to propel people into action, appeal to their story-making mind with narrative. You can learn more about this at Robert McKee’s Story for Business seminar in Los Angeles on September 26, 2013.

How are you using stories to grow your business?