Think about something you learned recently. Whether it is a scientific finding, a fun fact, a historical event or something else, there is probably a great story behind it. Research by the London School of Business shows that most people only retain 5%-10% of the information they're given when presented with facts and figures. But fold the same data into a story, and your audience will remember 70% of it. So it seems that storytelling is a potent tool. In fact, according to our guest Esther Choy, it can change the way we do business.Esther is the Founder, CEO and Chief Story Facilitator of Leadership Story Lab. With her firm, she uses design thinking to help businesses sharpen their identity, build their own leadership narrative and connect with audiences in meaningful ways. Since 2010, she has been working with companies across various industries, including healthcare, tech and manufacturing. In today’s episode, Esther tells us how the science of persuasion and the art of storytelling can help leaders gain a competitive moat. You’ll learn how to find stories inside your business and what to do with the great material at your disposal. Listen until the end of the episode to hear Esther in practice: you will hear what great storytelling sounds like, and get to know our very own host, Patrick Pacheco, a little bit better.So join us in conversation with Esther and Patrick today, and live to tell the tale! Highlights:Esther’s experience with leadership storytelling (2:15)Storytelling as a tool for persuasion (5:11) An example of storytelling in political leadership (7:29) Discussing vulnerability in leadership (10:35)Storytelling as a whole brain experience (13:44)The importance of a “conceptual core” (15:18)IRS: Intriguing beginning, Riveting middle, Satisfying end (17:02)Learning from other storytellers (19:45)In practice: when Esther asks the questions (21:38) In practice: introducing Patrick Pacheco (27:38)When the specific represents the universal (31:20) Links:Cadence Bank WebsiteCadence Bank TwitterCadence Bank LinkedInLeadership Story Lab WebsiteLeadership Story Lab TwitterLeadership Story Lab InstagramLeadership Story Lab YouTubeLeadership Story Lab LinkedInEsther Choy’s LinkedInStorytelling Statistics: Why Marketing Storytelling Works So WellIf you have questions about the show or topics you'd like discussed in future episodes, email our producers,Natalie.Barron@cadencebank.com, Eydie.Pengelly@cadencebank.com, or danielle.kernell@cadencebank.com.