I read this simple note to myself.

What is the outcome I want?

How do I want them to feel?

"Don't bend; don't water it down; don't try to make it logical; don't edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly."
― Franz Kafka

Stick to my framework.

>Problem.

>Story.

>This must conclude in a shift in thinking.

"The best stories don't come from "good vs. bad" but "good vs. good."
― Leo Tolstoy

Write to the heart, not to the brain.

Information is logical.

It is often helpful.

But it will NOT trigger the transformation in someone’s brain that will spark a paradigm shift in thinking.

The way to spark this reaction is through the power of emotion.

Emotion speaks to the heart.

The decision-maker.

"Fairy tales are more than true: not because they tell us that dragons exist, but because they tell us that dragons can be beaten."
― Neil Gaiman, Coraline

Not rocket science.

But handy.