How do you convince someone?

The first mistake creative and entrepreneurial people make is being too optimistic about the ability of their audience to retain the information they are given.

Anytime you are pitching or presenting work, you are competing with every other idea, piece of information and decision that is trying to occupy your audience's mind. They are constantly

nstead of focusing on issues directly, focus on the thing that is going to collectivize people best. Focus on the story arc, the thing that is going to really give people a sense of collective purpose first, and just by virtue of bringing people Together in a more positive, optimistic way, we'll create byproducts that will solve those problems.

But for the most part, Mars is really a point of inspiration; it’s a sort of direction to move in.

this insight from Visa:

when you have a game-changing insight you’ll often have to repeat it for 5-7 years before people start to really get it

It also helps to have the candidate you’re trying to see clearly ask you questions. Questions have very high signal value compared to most anything else you can get from a candidate… I write down each question and sometimes respond with “I’ll answer, but first I’m curious, why did you ask that?” I’m looking for the felt sense of a “hungry mind”

Look for how your brand can connect to more than just one part of someone’s life. There is a story to be told that is much bigger than your product.

Make the connection and go deeper into your consumer’s world.

Every story that matters is one that creates tension in its time. This doesn’t mean you have to be controversial or employ shock value. On the contrary, it means you have to make a statement about the world and force people to choose a side.