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Innermost in our brain is what is called the reptilian brain, its oldest and most primitive part. The reptilian brain appears to be largely unchanged by evolution and we share it with all other animals which have a backbone.
This reptilian brain controls body functions required for sustaining life such as breathing and body temperature. Reptiles are cold-blooded animals which are warmed by the daylight sun and conserve energy by restricting activities when it is dark. The biological clock (controller) for their activity-rest cycle is located in the eye itself .
At this level of evolution, behaviour relating to survival of the species, such as sexual behaviour, is instinctive and responses are automatic. Territory is acquired by force and defended. Might is right.
Next to evolve from the reptilian brain was the mammalian brain. An enormous change took place as mammals evolved from reptiles, the mammalian brain containing organs [11, 12]:
For the automatic control of body functions such as digestion, the fluid balance, body temperature and blood pressure (autonomic nervous system, hypothalamus).
For filing new experiences as they happen and so creating a store of experience-based memories (hippocampus).
For experience-based recognition of danger and for responding to this according to past experience. And for some conscious feelings about events (amygdala).
To this extent the mammal is more consciously aware of itself in relation to the environment. Millions of neural pathways connect the hippocampal and amygdala structures to the reptilian brain and behaviour is less rigidly controlled by instincts. It seems that feelings such as attachment, anger and fear have emerged with associated behavioural response patterns of care, fight or flight. 
And the mammalian brain became the human brain by adding the massive grey matter (neocortex) which envelopes most of the earlier brain and amounts to about 85 per cent of the human brain mass.
This massive addition consists mostly of two hemispheres which are covered by an outer layer and interconnected by a string of nerve fibres. 
The brain is actually divided into its 'hemispheres' by a prominent groove. At the base of this groove lies the thick bundle of nerve fibres which enable these two halves of the brain to communicate with each other.
But the left hemisphere usually controls movement and sensation in the right side of the body, while the right hemisphere similarly controls the left side of the body.
We saw that with the mammalian brain emerged feelings such as attachment, fear and anger and associated behavioural response patterns.
And human emotional responses depend on neuronal pathways which link the right hemisphere to the mammalian brain  which in turn is linked to the even older reptilian brain.
Why Stories Are The New Strategic Business Advantage of the 21st Century
1. Stories create trust.
People don't want more information. They are already on overload with the information they have. What they want is to trust you, your words and your intentions. Stories give your customers and employees a peek inside you, your values and beliefs and an authentic connection no amount of data can provide.
2. Stories appeal to our heart, emotions and imagination.
Stories communicate directly to our reptilian brain the part of the brain that controls sensory experiences and our emotional response to them. In my last article, "NeuroMarketing - 7 Secrets To Unlocking Your Customer's Brain For Instant Sales," I shared how your customers make all their buying decisions from the reptilian brain. Because stories stimulate our feelings, they can also ignite action, creativity, collaboration and instant rapport.