The Right Story: The secret to spreading your ideas

We must choose whether we want to make weak ties by going broad and shallow, or strong ties by going narrow and deep. We need to decide if we want to be the loudest or most resonant, most visible or most memorable. We can’t be both.

Whether in our roles as lovers or leaders, we achieve the right outcome by telling the right story to the right person at the right time. The phrase ‘on the same page’ aptly describes the shared understanding we need to move forward.

Facebook likes had value. Marketing goals changed. Now, instead of investing time to understand customers’ unmet needs and unspoken desires as successful companies had been doing for generations, we began to monitor their online behaviour, looking for patterns and vulnerabilities, gathering data to leverage later—sometimes to serve or oftentimes to

As you look at the Story Compass, you will see that the audience—the who, your number one driver is at its centre. The four other key Story Drivers correspond with the four parts of the Change Journey: attention, connection, persuasion and action.

These are some of the questions you need to answer about who you are hoping to change:

Whether our ideas, innovations, communities and societies survive and thrive is still dependent on our ability to unite and work towards shared goals. Equality, justice, fairness, sustainability, creativity, innovation and our collective prosperity rely on us trusting enough to come together.

Communication isn’t only about finding the right words. It’s about finding the right way and the right time to say them.

Geography and tradition can influence where you choose to show up to tell your story.

The amygdala, part of the emotional centre of the brain, is constantly filtering signals and stimulating a response. It’s preparing us to react or respond, to flee when we’re threatened or empathise when we’re emotionally engaged. Neurotransmitters help us to process positive and negative stimuli and prioritise our responses accordingly. When we se