I realized that all my life, I had been distracted from doing the necessary work, not by something out in the world but by a loud, angry critique on my shoulder.

It's our physiology that enables us to empathize and to be persuaded by stories. This physiological connection between head and heart is the reason impactful stories work.

It takes time and effort and an investment in trust to get people enrolled. You need to be very thoughtful about the ways you approach your people, the ways you spend your resources, and about what you need to measure (and not to measure).

Knowing what sitting with tension is like is an insight into how humans think just before they say yes or no.

The biggest 2 mistakes when you enter a market where you need people to switch or develop a new habit are: thinking that it's going to be a wildfire success and thinking that because it wasn't a wildfire success, you need to change something, add more, do more, be more. To blame yourself.

Our job here is to know how much we need to engage with the people we seek to serve before they decide on their own to move forward.