I found that quote in a post by Shawn Callahan and subsequently learned it comes from Bruner’s book, Actual Minds, Possible Worlds.

I’ve written a lot about the importance of stories in teaching and learning (see Students Remember More When They Tell Stories and The Best Digital (& Non-Digital) Storytelling Resources).

And in the course of searching for the source of the Bruner quote, I came upon an incredible resource, Story Juice How Ideas Spread and Brands Grow by Julie Fuoti & Lisa Johnson.