A desire path is usually the most easily navigated route between two places.

There is no trust without stories we can believe in.

Progress depends on people having a shared sense of purpose.

When we are united by that story and our shared humanity, rather than separated by our otherness, we can change anything and everything for the better. Together.

The goal won’t always be to get them to change their behaviour. Often we’re trying to help people to see the world through a different lens, one that causes them to question their worldviews.

‘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.’

we know instinctively that our survival depends on more than any one individual’s ability to stay alive. We understand the need to connect and collaborate with each other. We want to bond and belong, so we can work together for the greater good of the tribe.

We collected followers. Created clickbait. Counted pageviews. Tracked open rates. The medium not only changed the message, it changed the messenger too. And in the end, the tactics we used made us less effective as communicators and changemakers.

I’ve realised that there is no such thing as a bad idea or a good idea. There is only the wrong story or the right story. The right story is one that is trusted. It is believed because it is told by the right person, for the right reasons, in the right way, at the right time, to the right people.