Tell me the facts
and I’ll learn. Tell me the truth
and I’ll believe.
But tell me a story
and it will live in my heart forever.

Humans are not ideally set up
to understand logic; they are ideally
set up to understand stories.

Those who do not have power over the story
that dominates their lives — the power to retell it,
rethink it, deconstruct it, joke about it,
and change it as times change — truly are powerless,
because they cannot think new thoughts.

Great stories happen to
those who can tell them.

The story – from Rapunzel to War and Peace – is one
of the basic tools invented by the human mind,
for the purpose of gaining understanding.
There have been great societies that did not use the wheel,
but there have been no societies that did not tell stories.

Better design briefs.