TO UNDERSTAND WHY STORY IS SO IMPORTANT,


PGAV’S DESIGNERS FIRST HAVE TO UNDERSTAND WHY THE BRAIN CRAVES IT.


First, and most obviously, the brain loathes chaos. It wants everything tied together neatly, like with like, causes with effects.


“We scan the world for relationships and patterns,” says Vice President Emily Howard, “and once our brain finds part of a pattern, it gets anxious until the pattern’s complete.”


Tat’s why we can’t stand to put a thriller down one chapter before the end, and why an audience will yell in wounded outrage if the movie theater’s power goes out just when the hero’s about to triumph.


Curiosity is built into our brain, and it demands satisfaction.


STORYTIME


Neuroscience researcher Jaak Panksepp describes human motivation as a “seeking system.” Unlike a heat-seeking missile, though, our brain hunts what’s coolest: new knowledge that intrigues us; solutions to what puzzles us.


AESOP’S BRAIN


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