Storytelling: A mystery?

What is it about storytelling that intrigues us? Is there a secret recipe to presenting a good story? Is the craft of storytelling exclusive to certain kind of people? Truth to be told, everyone is a storyteller regardless of whether the stories are good or not. It's in our DNA.
The brain is hardwired for storytelling and this has been so since the days of cavemen. Mastering the knowledge can help you craft a persuasive narrative that wins hearts and mind.

For Julian Friedmann,why stories matter and how to tell them better may not be as mysterious as it seems.He believes understanding that storytelling is more about the audience than the writer will result in better storytelling. In this TED Talk video he shares his experience working with writers.