Illuminate: Ignite Change Through Speeches, Stories, Ceremonies and Symbols

Using moments to turn artifacts into meaningful symbols seems part of human nature;

Jim Collins’s Good to Great was released at just the right time. His Hedgehog Concept states that if you can be best at, be passionate about, and make money at one thing in the world, do just that one thing.

strengthens the deepest values of a collective group.

Auditory What you hear

Our storytelling book, Resonate, spawned a TEDx talk that got more than a million views total.

are the ones who change the world.

Persuasive speeches establish a gap between what is and what could be, and then resolve it by introducing a new bliss

anything can become symbolic. Some are intentionally created,

Onward: How Starbucks Fought for Its Life Without Losing Its Soul and the Starbucks website.

The most effective symbols emerge from an organization’s or group’s shared experience, such as when employees create a T-shirt to wear in solidarity with those who are working long hours to get a product out. Torchbearers should keep a close eye out for artifacts that could become symbols and use them to amplify ideas in speeches, stories, and cere