How Notion used a common metaphor to make their software feel like a breakthrough.

You can’t land a new reality on an audience that is still living in the old one—here is how to use a strategic plot twist to force-quit their old assumptions and make them receptive to change.

The Isolation Effect: our brains are wired to notice and remember things that stand out.

How David Ogilvy used a ticking clock to sell a luxury car

To inspire a movement and align a large organization by grounding a mission in purpose, not just process.

How Benedict Evans used two slides and a handful of lines to visualize the biggest question in tech right now.

Create emotional urgency and drive immediate action by making the cost of inaction tangible.

To lead a team through difficult change by positioning them as the heroes of the story, and you as the mentor.