BY The Nightwatchman of Prague
A while back, we turned down a client. Their method was clear: tell a story that creates fear, use that fear to grab attention, then use the same fear to sell the service. We said no. It wasn’t a hard decision. But it stayed with me, because the method wasn’t wrong about how the brain […]
BY The Nightwatchman of Prague
The neuroscience of dead metaphors — and why one wrong word in a meeting can derail everything. Welcome to edition four of our weekly newsletter. Every Wednesday, one storytelling insight you can use straight away. Last week we explored metaphors — the words and images that light the brain up, fire the motor cortex and […]
BY The Nightwatchman of Prague
And why the words we choose reveal more than we think. Welcome to edition three of our weekly newsletter. Every Wednesday, one storytelling insight you can use straight away. This week: metaphors. One of the most powerful tools in the storyteller’s toolkit. And one we use every single day without noticing. We named our company […]
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