Who’s the bad guy?

The villain never feels like the bad guy. In their story they are making all the “right” decisions – just doing what needs to be done.

Our world is rarely black and white, but coloured by the thousands of stories we tell ourselves and others to justify our actions.

If you want to move people to do what you want or believe what you believe, the first step is to forget what you tell yourself and try to understand the story playing in their head.

If you can fit into their story, they are more likely to work with you than against you.