The neo-cortex is the largest part of the human brain and is associated with various higher-order cognitive functions, including memory, language, and complex thinking. Emotions are closely tied to the limbic system, but they also influence the neo-cortex. I think that when telling stories in a business context, appealing to emotions can make your story more engaging and relatable, as emotions often drive decision-making. Emotionally resonant stories are more likely to be remembered and can influence customer behaviour.