The driving force at the heart of any narrative.
Your Audience
Your audience are the most important part of a story. Ignore them at your peril.
'Morton's Fork'
A choice between two equally unpleasant alternatives.
The Pratfall Effect
Why imperfect beats perfect.
What is a story?
What exactly do we mean by the word ‘story’?
The ‘Four Stages of Learning’
When the learning gets tough keep going.
Our Top 5 Books On Problem Solving
Want to learn how to get better at solving problems? Try starting with these books.
The Curse of Knowledge
Why you should never blindly trust an expert.
The Persuasive Power of Social Proof
Why we find it difficult not to follow the herd.
The Three Act Structure
All great stories conform to a similar structure.
The Decoy Effect
The dark art of choice architecture.
The 'Foot In The Door' Effect
Selling anything is difficult. Thankfully, there’s one way to give yourself the best possible chance.
Why you should create a ‘stop doing’ list
Set the ‘to do’ list aside for a moment and create one of these instead.
Authority Bias
When conveying a message it matters who says it.