Stories work because they act as Trojan horses.

It transports the listener to a place that they never thought they would go.

The interesting thing with the human mind – is that it has trouble telling the difference between reality and imagination.

When you tell a story and it’s engaging enough – it feels like you are really there. It feels like it’s actually happening.

Because of all the associations that come with a story – it’s also much easier from someone to remember.

The story itself gives them a reason to share.

Always have stories in your quiver when speaking and marketing.

The intercept the mind in ways that information never could.

Constantly asking: Who is this for and what will they feel when they experience this? If you ruthlessly focus on those fundamental questions, the work usually always comes together nicely in a human way. It’s when you add and get attached to all the tactics, and hot new things, that you go off course to not being human and to just being average.

This is how you start to create human focused design.