to focus on what’s unchanging about people instead.

The truth is, our ideas succeed when we are trusted and believed by the right people.

Dyson’s system did away with the need to replace the dust bag that was essential for the conventional vacuum to function. Selling the replaceable dust bags generated considerable revenue for these market leaders. No wonder they were reluctant to change their business model.

Before you begin to craft your message, you need to decide if the purpose of that message is to get attention or to deepen trust and connection. Is it to empower people to be open to persuasion or to act?

You can buy attention, but you can't buy trust.

‘Stories that are personal and emotionally compelling engage more of the brain, and thus are better remembered, than simply stating a set of facts.’ They also proved that ‘when the brain synthesizes oxytocin, people are more trustworthy, generous, charitable, and compassionate.’

Trust is fast becoming our scarcest and most valuable resource.

It’s hard to persuade people to do things they don’t want to do. The gap between the councillors’ values and beliefs and those of the protesters was too wide to bridge in the time available. The protesters who tried to save Wood Quay didn’t have enough time to build on the story the councillors had been telling themselves over several decades about

If you want to make progress or create positive change you need to understand the worldviews of the people you hope to take with you on that journey.