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What if there was a way to influence people’s thoughts, emotions, and actions—simply by telling a great story?

That’s exactly what Dr. Paul Zak discovered and shared on stage when I was filming him years ago. While researching the brain’s response to storytelling, he found that a single neurochemical—oxytocin, the “love hormone”—has the power to make people trust you, remember your message, and even take action.

In today’s issue, you’ll learn about Paul’s discovery as well as:

• 3 ways to use this chemical powerhouse in your storytelling

• A wild fact: Oxytocin makes people 80% more generous

• See Paul's TED Talk: “Trust, Morality—and Oxytocin” where he breaks it all down

Enjoy the love from this chemical - may it give you all the feels... LG 

Story Science: Stories Trigger Chemicals

Stories don’t just engage the mind—they create a biological response that shapes how we feel and act.  

One of the most powerful chemicals released when we hear a compelling story is oxytocin—often called the “love hormone.” This neurochemical fosters trust, empathy, and connection, making storytelling one of the most effective ways to influence and inspire others.  

To understand how this works, I spoke with Dr. Paul Zak, founding director of the Center for Neuroeconomics Studies and author of the book Trust Factor. He is credited with discovering the behavioral effects of oxytocin, often called the "love hormone"—a neurochemical that drives trust, empathy, and cooperation.

A leading neuroscientist, Dr. Zak has spent years researching how neurochemicals shape human behavior. His work proves that compelling stories do more than entertain—they biologically change us, influencing our attitudes, beliefs, and decisions.

How Stories Build Trust & Connection  

I first met Dr. Zak while filming him at a Conscious Capitalism summit and what he shared on stage blew my mind because I was in the middle of writing my book Start With Story and looking for additional research to show how powerful stories were in influencing people. Later, I ended up interviewing him for my book, and his insights into storytelling and brain chemistry have stuck with me ever since.  

One of Zak’s most famous experiments measured oxytocin levels in people as they watched different types of stories. One particularly powerful story featured a father and his terminally ill son. It was raw, emotional, and deeply personal.  

As participants watched, their oxytocin levels surged. But the real breakthrough?  

Those with higher oxytocin responses were far more likely to donate money to a charity related to the story afterward.  

That’s why a great story doesn’t just make you listen—it makes you feel. And when you feel something deeply, you’re far more likely to take action—whether that’s buying a product, supporting a cause, or believing in a brand’s mission.  

Why This Matters for Entrepreneurs  

Zak’s research is a game-changer for anyone trying to build trust and drive action—whether you're pitching investors, persuading customers, or getting the press to believe in your vision.

"If you don’t capture my attention in the first 15 seconds, you’ve lost me," Zak told me. "But attention alone isn’t enough. If I don’t care, I won’t remember. And if I don’t remember, I won’t act."

The key? Engagement and emotional resonance. The brain resists spending energy on anything unimportant. But when a story grabs attention, creates conflict, and sparks emotion, it triggers oxytocin—the neurochemical that makes people trust, care, and act

That’s the secret sauce of oxytocin—it doesn’t just engage people; it connects them. And in business, connection is everything.  

So the next time you tell a story, remember—you’re not just sharing words. You’re triggering a chemical reaction that builds trust, creates emotional engagement, and inspires action.  

And that’s the power of storytelling at its best.  

Storytelling Lessons: Lean on Love

Now that you know how oxytocin creates connection, trust, and action, the next question is:  How can you apply this to your own storytelling?  

Dr. Paul Zak’s research reveals some simple but powerful techniques that can help you craft stories that engage your audience on a biological level.  

Here are 3-key lessons you can take from his work to make your stories more impactful:

1.  Make It Personal  

   Oxytocin is released when we feel emotionally connected to someone’s experience. That’s why personal, human-centered stories are far more effective than abstract concepts or statistics.  
   

   Example: Instead of saying, “Our product helps thousands of businesses save money,” tell the story of one business owner who struggled—and how your solution changed their life.  

   A single person’s real journey is always more powerful than a generic claim.  
   

2.  Create Emotional Contrast  

   Dr. Zak found that oxytocin spikes when we experience emotional highs and lows—moments of struggle followed by resolution. If your story lacks contrast, your audience won’t feel invested.  
   

   Example: Imagine you’re sharing your startup journey. Instead of just listing successes, bring the audience into a pivotal low moment—when you almost gave up, when things felt impossible. Then show how you overcame it. That contrast is what makes people care.  
   

3.  Give Your Audience a Reason to Act  

   Stories that trigger oxytocin don’t just make people feel something—they make them do something. Dr. Zak’s research showed that when oxytocin is released, people are more likely to trust, donate, buy, or engage.  
   

   Example: If you want your audience to take action—whether it’s supporting your mission, buying your product, or joining your movement—end your story with a clear and compelling ask. Don’t just tell them the story; invite them to be part of it.  

Oxytocin is the invisible glue that binds us to great stories. It’s why we trust people we’ve never met, care about fictional characters, and feel moved to action.  

Because the best stories don’t just inform.  They connect.  And connection is what moves the world. 

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Fun Fact: Storytelling Changes the Brain

Dr. Paul Zak discovered that when we engage with a compelling story, our brains release oxytocin, the “trust hormone.”

In one experiment, participants who inhaled oxytocin were 80% more generous in an economic game, showing how this neurochemical fosters connection and cooperation.

The takeaway? Stories aren’t just entertainment—they build trust and influence behavior. Whether pitching an idea or marketing a brand, a well-told story can make people more likely to engage, buy, or even donate

Video to Watch: Oxytocin = Trust

You’ve heard about oxytocin’s role in trust and storytelling—now see the science come to life! In this engaging TED Talk, “Trust, morality - and oxytocin”  Dr. Paul Zak brings his research to the stage, sharing eye-opening experiments that reveal how oxytocin shapes our moral choices, generosity, and social bonds.

With humor and real-world examples, Zak makes the complex world of neurochemistry both fascinating and fun. Whether testing oxytocin on his colleagues or exploring its impact on human connection, this talk is a must-watch for anyone who wants to understand the hidden forces behind trust and storytelling.

SOFE Issue #023 - Unlock 80% More Generosity With This Love Chemical

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