In relation to the power of emotion, I think it's worth noting that many social movements have risen due to the catalyst of emotions evoked from citizens around the world.
Some of my favourite speeches in history are:
Marc Antony's speech after the Assassination of Julius Caesar in order to create the triumvirate.
JFK's "Ask not what your country can do for you, but what you can do for your country"
General McArthur's "Old soliders never die, they just fade away"
Martin Luther King Jr's "I have a dream"
King Edward VIII's 1936 abdication speech
How romantic was it for one of the most powerful figureheads in the world to give up his power and his home country for the love of an American woman?
A couple of years ago, I was at a mobile gaming conference, representing a startup I was working for at the time, and after meeting with an investment banker from Morgan Stanley, he told me to shorten the company business plan to 1 page, at most 1.5 pages.
"I want to read down the middle, skim through the content, and see the bottom line in [sic] one page." He didn't want to read the IM nor know more details about the technology. He wanted a 1pp business plan and a short company demo video which we did not have. He did not want to read the 60 pp thesis that detailed all the company objectives nor any of the patents we held nor the ideology of the company that the KidsApp EdTech CEO of the company I was working with had taken weeks to write. What he wanted a movie trailer, something that made him curious about the company that would pique his interest.
Simon Sinek in his TedTalks, The Why partly describes this phenomenon. The most effective adverts and commercials are those that rarely have anything to do with the actual product, but about people's experiences and relationships with each other. In a world where we are inundated by technology, apps, mobile games, SaaS applications and the like, we need to humanise the content, to reaffirm our humanity, rather than denying its existence.
Mark Suster, who is both an entrepreneur and VC, in his blog bothsidesofthetable also discusses the power of video and how the single best method to explain your startup is through this audiovisual power of narrative.
Some of his favourite startup videos include:
Masterpiece for Osmo
MakeSpace storage and MakeSpace storage 2
As one can see, these product/ service videos focus entirely on relationships between people, so that the product/ service itself becomes ancillary to the focus, therefore getting closer to the Why of what makes people act.
Some of my personal favourites include the original gmail product video (now Chrome)
By Sierra Choi