a better story
In another early post, Lab Director BJ Fogg, noted their interest in the persuasive power of stories and his conversation with Jessica Hammer on the topic:
At one point in the conversation I said, "Narrative is the one persuasion strategy for which there is no defense. A good story always has an impact at some level."
Jessica's response was a smart one: "The only defense," she said, "is a better story."
(via knowledgeaforethought)