At their core, stories make us care. They connect us with people and places, even stimulating the release of a hormone usually expressed during intense bonding experiences, like childbirth, breastfeeding and sex. This emotional connection is the reason stories are so powerful. As any advertiser knows, stories drive people to take action, whether that’s buying a product, gifting a donation or making a difference in the world. From a marketing perspective, stories can help museums raise funds, encourage visits and trigger sales.