In 2009, New York Times Magazine columnist Rob Walker and writer, editor, semiotics analyst, and author of Taking Things Seriously Joshua Glenn run a storytelling experiment known as The Significant Objects Project. They wanted to test the hypothesis that stories have such power and, if told well, they can have a significant effect on the way any (even the most insignificant) object is presumed by others.

This curious experiment’s curators wanted to study the effect of narrative on any given object’s subjective value and to measure this effect subjectively. In order to do that, they purchased objects for a price not higher than a few dollars and paired each object with an experienced and talented writer, who had the task to write a story about this object.

After the story was crafted, the same objects were put for sale on eBay and the results were significant: The Significant Object Project vol. 1 managed to sell objects with $128.74 USD worth for $3,612.51 USD. Vol.2 and vol.3 were also successful, raising $2,244.11 USD and $1,748.82 USD. The results of the experiment were compiled in the book Significant Objects that tells the 100 extraordinary stories about very ordinary things.

The experiment proves the power of storytelling, the economic value it has and the effect compelling stories have on people’s behavior.

The magical science of storytelling has been a topic of interest of many people, including presentations expert David JP Phillips, who is an international speaker, author and coach in Modern Presentation Skills and a compelling storyteller himself. During his notable TEDxStockholm talk, he shares science-backed and neurological findings that prove the power and significance of storytelling.

If you use wisely the power of storytelling in your next presentation or investor pitch, you are able to communicate better your message, to have your audience emotionally invested in your presentation, and to increase the value of your business proposition. Use this powerful communication tool wisely!