The Logic of Emotions: What Makes a Good Story in Business

Storytelling has been working wonders even before the rise of social media. Human beings are naturally drawn to anything that feels emotional. It is, therefore, not the emergence of social media that brought storytelling.

However, storytelling has taken a different form in the face of social media. The hook that gets you reading a story for more than a minute, the emotions that come with seeing the main character live a part of your experiences — these show that storytelling can never go extinct.

But in a world where everyone wants to tell one story or another even as a business brand, the big question remains: what exactly makes a great story?

Bland Story vs. Emotional Story

Not every story hits the same way. Some fall flat, others stick in your memory. Let’s look at the difference below:

Bland Story

“Our company was founded in 2015. We sell clothes to students. Our prices are affordable and delivery is fast.”
This is factual but dry. It doesn’t connect emotionally or make the reader care.

Emotional Story

“In 2015, we started out as students who couldn’t afford trendy clothes. We knew the frustration of wanting to look good on a budget. That’s why we created a brand that gives students stylish outfits without draining their pockets. Every order we deliver isn’t just clothing, it’s confidence, it’s belonging, it’s identity.”

Here, the story doesn’t just give facts, it paints a picture, creates empathy, and ties the brand to the audience’s emotions.

The Logic of Emotions

There is only one thing that makes a good story: the Logic of Emotions. Of course, there are other factors that make a good story but the logic of emotions is one big criterion others are tied to.

The human brain is wired to respond to emotions before logic. Stories that evoke strong emotions are far more likely to be remembered, shared, and acted upon.

It also brings us to the understanding that it is not enough to simply have a story to tell. For a story to be effective, it must carry the Logic of Emotions, it must touch people before it tries to convince them.

What Makes a Good Social Story?

A truly powerful story has certain qualities that keep it alive in the hearts of readers.

1. Entertaining

This does not mean it must be an entertainment story. Instead, it keeps the reader engaged and curious about what comes next. The progression of the story holds attention until the very end.

2. Believable

At times, you come across a story in a novel or movie and struggle to believe certain things. This happens when the writer drifts too far from reality. A touch of exaggeration is fine, but not at the expense of truth. A believable story convinces the reader of its version of reality and builds trust.

3. Educational

Every story should enrich the reader’s knowledge bank in some way, be it by teaching, inspiring, or enlightening.

4. Relatable

Stories that spark the highest engagement are often those that feel personal. If your audience doesn’t see themselves in it, they’re less likely to pause and engage. Relatable stories remind readers of their past experiences and help them recognise patterns in the world around them.

5. Organised

A good story follows a clear structure. Organisation helps to convey the core message and makes it easy for readers to absorb.

6. Memorable

Whether through inspiration, scandal, or humour, good stories stay with people. They echo long after they’ve been read or heard.

The Core Elements of Every Story

Beyond qualities, stories rest on five essential elements. Without them, a narrative feels incomplete.

1. Character – Every great story has a central figure to follow, root for, or relate to. In business, this could be the customer, the brand, or even you.

2. Conflict – This is the challenge that drives the story. It could be a customer’s pain point, industry competition, or a problem waiting for a solution.

3. Resolution – This is the way the conflict is solved. In telling your story as a business brand, your product or service often plays this role.

4. Structure – This refers to the beginning, middle, and end of a story. Structure gives your story flow and makes it easy to digest.

5. Setting – The context in which your story happens. It could be a cultural background, a marketplace, or the digital space. Setting grounds the story in reality.

Conclusion

Storytelling is not just about telling tales. It’s about connecting, evoking emotions, and leaving an imprint on your audience.

Whether you are building a brand, marketing a product, or sharing your journey, remember: the Logic of Emotions is what makes stories truly unforgettable.