December 11, 2017

We want a thriller not a thesis

Members of an audienceLike it or not, we find it hard to engage with dry, factual, objective communication. We need the information, of course, but nevertheless we find a “thesis” hard to access and to assimilate.

Instead, even though we know we maybe shouldn’t, we find it easier to connect with something exciting, something that touches us emotionally, something vivid. We’re captivated by the story and the drama. We hear the message within—and what’s more we remember it.

There’s a time and a place for rigorously argued, dispassionate material, and there’s a time and a place for emotional intensity.

Can we deliver both, as the occasion requires?

If we want to move people, there’s no getting away from it…

We need a thriller not a thesis.