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.

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. The success or failure of our ideas depends on us telling the right sto

We spoke of targeting prospects and winning the war on attention. Our motivations changed along with our language, and naturally our strategies and tactics changed too. 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

There is no trust without stories we can believe in.

Our message will fall on deaf ears and closed hearts unless we find a way to make a connection with its intended audience. As author J.K. Rowling said, ‘No story lives unless someone wants to listen.’

Effective change engages someone in the act of becoming the kind of person they want to be.

‘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.’

The Change Journey consists of four parts: attention, connection, persuasion, and action.

People are susceptible to being influenced at each of these seven stages of change.