Homo narrare. Narrative Intelligence 3.0: Managing Reality and Influencing People
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Editor Gregory Attaryan
Translator Gregory Attaryan
© Arsen Avetisov, 2025
© Gregory Attaryan, translation, 2025
ISBN 978-5-0065-4569-4
Created with Ridero smart publishing system
ARSEN AVETISOV
HOMO NARRARE
Narrative Intelligence 3.0:
Managing Reality and Influencing People
Acknowledgements
Life is an incredible journey, filled with loyal companions – family, friends, and like-minded souls. They are so original and uniquely predictable that I sometimes feel I have known them in another life. Each of them has contributed to this book, and I am deeply grateful to them all.
To my parents – for my uniqueness, the exceptional blend of their genetic material in a special ratio, and for everything they have done to shape my destiny.
To my wife – for her patience, love, and boundless, inspiring care.
To my children – for their high expectations and determination, which serve as the best example of unceasing growth.
To all my friends – those eternally rushing, bustling, and sensitive romantics who give me the strength to laugh at myself and help me smile in the most dramatic moments of life.
I am thankful to everyone who supports me in my puzzling attempts to make this world a better place. And to everyone else – for the wide spectrum of perspectives, each reminding us that nothing human is foreign to us.
Our challenges are simply proof of the Creator’s genuine interest in all of us. I am grateful to Him for continuing to teach His lessons and for still holding out hope for us. Life’s journey changes us. God rewards those who know how to wait but laughs at those who mistake laziness for patience. I thank Him for crafting my life’s story, for allowing me to walk the fine line separating the living from the eternal. I thank Him for not abandoning us in tough times and for helping us believe that tomorrow will be better than today. Because that is our greatest hope.
I am sincerely grateful to all my adversaries and those who envy me, and to all those who have been indifferent or impatient. It is thanks to them, too, that I’ve become who I am. Love your enemies… but never trust them.
Thanks to my teachers – they separated light from darkness. Some simply turned the light on.
Special thanks to my old friend, who happens to be the editor and translator of The Power of Narrative Intelligence into English, for his witty comments and valuable advice. Our collaboration continues.
I cherish what cannot be lost, what does not exist, and what cannot be destroyed because it was never built. We can only dispel the illusion of what seems real. And that is what this book is about.
This is a book about our world – a world where those who know remain silent, while those who speak do not know.
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Preface
To throw a stone, one needs courage and determination. To make it hit the target, one needs wisdom and observation.
There is a time to gather stones and a time to throw them.
In my youth, despite all my courage and determination, I lacked wisdom and observation. Every age has its advantages. Now, after several decades, I have come to understand – it is pointless to feel impatience; everything has its time. The time has come to throw the stones. To throw a stone, you need courage and determination. To make it hit the target, you need wisdom and sharp observation.
I wrote this book with the goal of ensuring that everyone blessed with life does not miss its most important aspects – observing events from the back row and mistaking the play being performed for life itself. Even more tragically, mistaking someone else’s life for their own. This is especially true now that there is knowledge, methods, and an entire system for developing narrative intelligence. We can now explain why and how the system has evolved, the theories that have come together to support it, and showcase examples of its application around the world.
This book is not intended as a reference manual; rather, it is a journey into a parallel world that we often mistake for reality – a world through which we are subtly yet effectively governed.
With that in mind, you might ask, why read this book? Perhaps because you have a persistent feeling of being manipulated, influenced, and unable to do anything about it. Meanwhile, you may sense you are not fully realizing the potential and abilities you were born with.
Perhaps you have watched children and wondered how their genuine ability to influence their surroundings could be applied to the adult world. Or maybe you believe that creativity holds the power to transform processes within families, businesses, societies, and nations, and you want to discover how to harness that power. Perhaps you have marveled at how educated people repeatedly choose to be deceived, failing to learn from their mistakes. Or you might simply be curious about how the minds and lives of millions are controlled. Any of these reasons is a compelling one to read this book.
It is difficult to assert confidently what in life has been good or bad. The past serves as a textbook for understanding the present and envisioning the future. It helps us navigate the system of meanings and goals constructed by our minds and environment – or at least orient ourselves within the stories we are told.
We tend to overestimate the importance of our consciousness. We want to appear far more rational, spiritual, and elevated than we truly are. But the truth is, our behavior and thinking are fundamentally driven by the simple desire to live long and happily. Everything else – the narrative we tell ourselves to give our lives coherence – is built on top of this foundation.
Our continuous self-justifying stream of consciousness sweeps aside the logical structures of cause and effect that could explain our actions and mistakes, replacing them with its own constructs. Anything that remains unexplained or threatens our self-perception is attributed to the external world’s unfairness, spawning conjectures, theories, and other uncontrollable, ambiguous forces we label as destiny.
How and why do narratives influence our worldview, and how can they be used to modify or entirely change individual and collective behavior? Today, the battleground lies within our thinking, attention, perceptions, and intellect.
Humanity has traversed a complex path – one far more challenging than that of its neighbors in the evolutionary tree. Yet perhaps the greatest challenge has been, and remains, understanding what governs our behavior, thinking, and intelligence. Ultimately, this understanding has become so expansive and scientific that it allows us to systematically define narrative intelligence, comprehend its functions, and recognize its potential to shape our environment.
The system we know today is the result of a journey that began more than 15 years ago. This was not a deliberate, long-term strategy to expand a method’s reach into a new market segment. Nor was it the brainchild of a marketing department responding to demand or inventing a flashy new idea. What we now call the development of narrative intelligence began without even having a name – a concept for internal use, a desire for more creative ways to develop strategic directions, plans, and visions to unlock human potential within organizations and businesses.
The ideas presented in this book are not abstract concepts; they are the result of systematic scientific discoveries and explorations of meaning throughout human history. At this stage, the concept has reached a balance of methods within the system. The synergy of facilitation, combining cognitive skill development, coaching, storytelling, mentoring, and other approaches, has proven effective as the foundation for cultivating narrative intelligence. The system has demonstrated its efficacy, appeal, and ability to engage participants across various business domains.
Over the years, I have conducted workshops, seminars, and training programs for teams and organizations. Working as a consultant, I have had the opportunity to collaborate with professionals from diverse fields, constantly enriching the system with new methods. Reflecting on this journey, it is clear that there were moments when something special was needed – when the approach required practices, allies, messengers, and the persistence of dedicated individuals to sustain and expand the system’s potential.
Now, everyone can participate in this journey and master the system for managing their environment through the development of narrative intelligence. Simply put, the time has come to share this story with a broader audience.
People often tell me that I withhold something in each book. That is not entirely true. Dessert cannot be served before the main course, and I have often been tempted to publish all the materials I have accumulated in one book. But I convinced myself that the time was not yet ripe to reveal the full scope of how narratives influence our lives.
Those who have read my previous book, The Power of Narrative Intelligence, will find new supporting research here, as well as the principles, methods, and techniques for how narratives influence individuals and their environment.
The book comprises five parts. Part One, Neurophysiology, focuses on research and discoveries that have opened new perspectives on understanding behavior, providing fertile ground for improving methods of influence.
Part Two delves into Narratology, exploring the structure of narratives, their construction, and the critical elements of their impact.
Part Three, Modeling, outlines techniques for creating and transforming narratives to align with an author’s goals and intentions. It addresses how altering a narrative’s architecture can unlock unparalleled energy for influence.
Part Four, Monopolies, offers examples of how societal institutions historically monopolize narratives to shape the lives and destinies of individuals.
Finally, Part Five, Motivation, examines the energetic doctrine of narratives – what motivation truly is, how to create spaces for motivating narratives, and how to sustain them.
As optimists, we have endured two world wars and seven seasons of Game of Thrones, eagerly awaiting their sequels and prequels as if they were arrivals of the Messiah. Despite the uncertainty brought by pandemics, crises, and conflicts, we continue to envision a hopeful future.
The task of the artist, at times, is not to obstruct the viewer’s vision. The task of each individual is not to hinder their own life – or at the very least, to live a life that is authentically their own. In a space confined by desires, imagination, and fears, people often replicate the fading emptiness of others’ meanings. The shadows of our consciousness are darker than we realize. Let yourself invite light into that space.
I wish you delight and success on this journey. And may you be spared from the narratives of enemies and adversaries.
PART ONE. NEUROPHYSIOLOGY
Homo Narrare – The Creator of the Present, Past, and Future
People believe in what they believe, and see what they believe, but they do what they have been told.
A narrative is a coherent account with added meaning and purpose.
Over the last 3,000 years, and especially in light of recent scientific discoveries, human history has revealed a profound truth: our minds are fundamentally shaped by the narratives we create. It might be time to give ourselves a new name: Homo narrare, which could be liberally translated as «the storytelling human.» Instead of Descartes’ declaration, «I think, therefore I am,» perhaps we should consider a new motto for humanity: «I tell stories, therefore I am.» These narratives are not just entertaining tales or idle musings; they are the very programs by which we define who we are, find meaning, decide how to act, and engage with the world. But we do not merely tell stories to ourselves and others – we live within them. Our concepts of life, meaning, and reality itself are built from, or borrowed from, these intricate systems of narratives.
For centuries, we have been asking the same existential questions: «Why are we here? What are we looking for? What is the purpose of what we do?» And for centuries, we have been mistaken in our answers. This is because we fail to recognize how much of what we are and how we see the world is shaped by elaborate constructs made up of words, images, emotions, and ideas. These narratives often contain fragments of truth and pieces of personal meaning, but they are just as often imbued with the goals, values, and interests of others.
We still do not fully understand the workings of our own consciousness. We do not know how our behaviors are formed, how we learn, or why we can be so easily convinced of nearly anything. Most critically, we do not yet know how to improve these processes. How can we make our minds clearer, more controllable, and more effective – like a finely tuned instrument for navigating life? This question is urgent because life is a treasure worth perfecting. By understanding and mastering our minds, we could fill our existence with more happiness, prosperity, and freedom – the outcomes we deserve. The brain of Homo narrare is a marvelously powerful machine, capable of modeling and reshaping both the present and the future. Yet something holds us back from fully unlocking its potential.
Human history shows a repeated cycle of moving from one form of slavery to another. Today, slavery has taken on its most insidious form: mental, invisible, and intangible. This new form of slavery is built on the very narrative systems we have created and the technologies that spread them. Conquering people or nations physically is no longer necessary. All it takes is captivating their minds, attracting their attention, and steering their thoughts in a desired direction.
The dominant narratives that shape society often do not come from the people themselves, though they are made to seem as if they do. Instead, these stories reflect the views and interests of those in power – political parties, banks, corporations, elites, and militaries. Many theories have been constructed to justify why billions of people must follow the goals and values of a small few. Yet the notion that we live in an age ruled by reason is largely a myth. Evidence to the contrary surrounds us in the form of crises, wars, and disasters.
This situation is made possible by a societal structure that limits our time for reflection. The system overwhelms us with narratives that demand our attention, constantly pulling us in with fear, seduction, advice, or promises of salvation. Yet these narratives rarely address genuine threats or lead us toward authentic goals. More often, they are designed for profit – just business, and nothing more.
People today live in a constant state of false urgency. Thinking becomes shallow, and choices are reduced to superficial options. Although we appear to be free, we are held captive by the intangible chains of dominant narratives. The current system of control functions to ensure a fragile agreement between the people and the institutions that govern them. This agreement supports an economic order where a few grow wealthier, the majority grow poorer, and no one grows rebellious – or even bored.
Through mass media and communication platforms, the system relentlessly works to claim our attention, dominate our time, and control our lives. The tragedy is that much of the information we consume and the narratives we adopt about the world – and about ourselves – are implanted to serve purposes that are rarely aligned with our own. The trick lies in how seamlessly this happens. Most of the time, we do not even notice. And when we do catch a glimpse – when we see the «rabbit ears» sticking out of the magician’s hat – it only means the magician has slipped up. The real masters of this grand illusion are so skilled that we will never see the «ears.» Even if we do, we are quick to convince ourselves they were never there in the first place.
The first step toward breaking free is to begin looking behind the curtain of this elaborate spectacle. It is a journey that promises to transform your understanding of the world, yourself, and your life. Only you have the power – and the right – to unlock the immense potential of your mind and use it to create a life that is full, meaningful, and truly your own.
Neurophysiology of Worldview
How We Perceive Information, How We Represent the World, and How We Reproduce It in Our Consciousness.
It is easier to seduce than to conquer.
Over the last half-century, numerous studies and discoveries have reshaped our understanding of how narratives influence worldviews and behavior. A Canadian psychologist, Allan Paivio, proposed the concept of a «dual coding system» while studying memory psychology. According to this idea, humans process information through two main systems: visual and verbal. These systems work in parallel, creating independent representations of what is seen and heard. As the information passes through several processing stages, it is eventually stored in long-term memory. At this stage, an image can be given a name, or a name retrieved from memory can be paired with an image.
There is, however, a unique feature: the reality created and remembered in this way can belong equally to the real world or an imagined one. The primary purpose and significance of this system is to enable people to conceptualize and label the information received through their sensory channels.
This perception and representation system relies on subjective evaluations and pre-existing images and judgments stored in memory. Together, these elements form what is commonly called a worldview. A worldview influences an individual’s core life positions, beliefs, ideals, and behaviors. It gives human activity a sense of purpose and meaning, helping individuals understand their place within the conceptualized system.
However, over time, the information stored in memory undergoes various changes. It can become distorted, interpreted differently, or ultimately transformed into something new. At first glance, this seems intuitively familiar. Yet, there is a subtle but crucial aspect that becomes evident when the concepts and processes involved are clearly defined.
The first concept is «a person’s attitude to the surrounding reality.» This is expressed in moods, feelings, and actions, forming an emotional and psychological foundation. The second concept is «a set of views on the world,» a cognitive and intellectual framework that reflects an understanding of the surrounding world. When we visualize our understanding of the world, our emotional and psychological attitude to the surrounding reality transitions to the intellectual and cognitive level of a set of views on the world. This means that by influencing how we perceive the world – particularly through the primary channels of sight and hearing – we can alter someone’s views of it.
Information is always essential because it helps build a more complete picture of the world and provides a sense of security. Not long ago, all the senses contributed relatively equally to shaping this picture. The world was more tangible, closely tied to the present moment. People could see, hear, touch, smell, and taste their surroundings. For instance, gold coins were tested by biting them. Items were touched, tried on, or even sniffed before being accepted or bought.
But the world has changed. Today, the primary channels of information are vision and hearing – sometimes only one or the other. The information received through these channels is no longer tied directly to the current moment. It can refer to the past or the future, creating a gap between the information and the immediacy of the events it describes. Watching screens or listening to news reports cannot convey the depth of a landscape, the richness of sounds, the subtleties of taste, the warmth of touch, or the variety of smells. Even with cutting-edge pixel densities and audio clarity, the real sensory dynamics of the world cannot be fully experienced, leaving us with artificially created representations. People now perceive a world based on information provided by others. This is a defining characteristic of today’s process of shaping a person’s attitude to the surrounding reality, which in turn forms the set of views on the world for millions.
Abstract representations created by modern information systems are built on a directive model. There is no live feedback, no chance to touch, smell, or feel, no opportunity to ask questions, gauge reactions, and get immediate answers. Instead, the brain receives digitized and polished images edited by information channels.
The overwhelming flow of information projected onto people creates fragmented attention spans. The speed of switching focus and the fragmented nature of perception depend entirely on the significance of the agenda set by the media. The blending of imaginary and real threats, combined with the lack of adequate feedback, leads to mental disorientation and a constant sense of uncertainty about the world. Without a full sensory picture where one channel complements or confirms another – where beauty aligns with taste – the perception of the world becomes even more fragmented and illusory. The decrease in real-world interaction and changes in lifestyles further intensify this illusion and uncertainty.
The danger of today’s accessible information sources lies in the inability to verify their accuracy in real time. When doubts arise about the reliability of one source, people seek confirmation from another. For example, understanding a speaker’s true meaning based only on their words and tone can be difficult. In such cases, people try to gather additional visual information. If confusion or misunderstanding persists, they might attempt to ask questions. But try asking questions to a television!
In essence, the brain pays little attention to the limitations imposed by civilization and technological progress. To maintain relevance, it focuses on what is immediately available – what can be seen and heard – without the ability to instantly verify the truth of this information. For thousands of years, evolution required humans to rely on all their senses in real time. But as screens became prevalent, life shifted into a realm of images and captions. This shift opens limitless opportunities for persuasion, directing thoughts, and manipulating worldviews.
Mirror Areas and the Trust Hormone
How We Can Be Taught Anything and Convinced of Anything
What got you here, won’t get you there.
Marshall Goldsmith
The research of Italian neuroscientist Giacomo Rizzolatti sheds light on how people learn, develop skills, and understand the emotions and feelings of others. His discoveries revealed that certain areas in the brain, called mirror neuron areas, are activated not only when we perform specific actions but also when we watch others doing the same actions. Surprisingly, these areas are even activated when actions are only described. Scientists believe this mechanism evolved to help living beings adapt quickly to their environment and changes within it. These mirror neuron areas also play a role in empathy – the ability to emotionally connect with others – which is important for understanding other people’s moods and predicting their intentions.
Emotions play an important role in attracting and holding attention. Stories told with emotion captivate1 listeners, shape their views about events, and can convince them to accept the storyteller’s perspective. Emotional responses also release cortisol, a hormone that improves focus and enhances mental activity.
For a long time, scientists have trusted the power of numbers, logic, and clear cause-and-effect explanations to persuade others. Statistics, often viewed as undeniable, activate analytical thinking, which tends to create doubt rather than excitement. Stories, on the other hand, rely on emotion – a force that is hard to measure and not always logical – to build trust and persuade. Why does this happen?