Regardless of how exciting a topic is, the way it is conveyed determines whether it is understood. Museums face a fundamental dilemma: they must meet scientific standards while also making their content accessible to a broad audience. A solution to this problem is provided by storytelling—a communication technique that conveys content using classic narrative patterns. Andrea Kramper highlights the challenges and potential of storytelling based on insights from museology as well as cognitive and communication sciences, demonstrating how museums can benefit from it.