In a column appearing in Fast Company, the author says science backs up along-held belief that story is the most powerful means of communicating a message.

Years of psychology studies reveal how story affects the human mind:

Results repeatedly show that our attitudes, fears, hopes, and values are strongly influenced by story.

In fact, fiction seems to be more effective at changing beliefs than writing that is specifically designed to persuade through argument and evidence.

As the author suggests, people are "beasts of emotion more than logic."

As creatures of story, read this one in full here.

[Image: George Bailey / Shutterstock. Source: Fast Company]