Better stories

You can’t persuade people with facts.

Sure, you can convince people of previously held convictions with facts. But all you’re really doing is confirming their biases. The facts are used as an excuse to avoid questioning what they believe. Whether what they believe is right or wrong is irrelevant. (Keep in mind that at the very heart of the word ‘believe’ is the word ‘lie’.)

If you want to move people from what they think they believe, you need stories. There’s no other way in. There’s no other way to change minds.

If you want to persuade people, you need to tell a better a story. What defines a better story? A story that supersedes the story they currently believe.

Don’t stack up better facts.

Tell better stories.

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