The science of storytelling | Prasad Setty, Google People Analytics

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“We spend an inordinate amount of time doing hardcore science and analytics, but how do we ensure that it’s memorable? That we can communicate better so that our messages resonate and stick?” Prasad Setty, vice president of People Analytics and Compensation at Google, boils down good communication to three things that matter: what you want your audience to know, how you want them to feel, and what you want them to do. While data and science may lead the content, he reminds storytellers of the importance of using emotion in communication.