Also, Shauna and James (n.d.) refer the three ways in which stories can be used that are explained by Swap, et al. These three ways can turn information into knowledge that is easy to remember. First, it is the availability heuristic. In Swap, et al.’s quotation, Tversky and Kahneman indicates that “...when an event is made more available from memory, there is a strong tendency to believe it is more likely to occur or to be true elaboration...” Second, it is elaboration, “[to]...the extent that people reflect upon and integrate information with what they already know, they will remember it better.” Third, it is episodic memory, which comes from memorable experience.
The way to create and tell a story successfully
It is essential to let the audience hear and understand the message behind the story correctly. Therefore, how to create a successful story and tell it to the audience clearly are the critical matters.
For example, Eric and Amit (2009) give an example of using storytelling to improve information technology(IT) development efficiency. The research was held by Nielsen and Madsen and they cooperated with AstraZeneca. They held a project reflection workshop to ask employees on the expectation of IT projects. The research objective was to improve
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NASA is one of the examples. At NASA Jet Propulsion Laboratory Library, a librarian called Teresa Bailey had to implement a storytelling project as a part of the library events. She thought that many explicit knowledge has been taught in lectures and talks. Therefore, she decided to capture personal experience, which is personal tacit knowledge, to conduct stories. She recorded the experience from the upper management about organizational change and tales of different storytellers. Finally, the storytelling sessions succeeded and the listeners gained feelings of connectedness and belonging from the sessions (Khairul and Ahmad,