by Jonathan Winch | Apr 19, 2024 | Science-based storytelling, Storytelling
Scientists need to pay similar attention to emotional storytelling in their presentations as they do to facts and figures. In his book “Descartes’ Error: Emotion, Reason, and the Human Brain”, neuroscientist Antonio Damasio described the case of Phineas Gage, a...
by Jonathan Winch | Apr 18, 2024 | Science-based storytelling, Storytelling
It’s more urgent than ever that scientists become better at engaging with audiences about what they do, why they do it, and why it matters. Scientists around the world are immersed in data, equations, and complex models. Understandably, that’s because...
by Jonathan Winch | Jul 23, 2023 | Content strategy, Storytelling
The world has made a fundamental shift in the way it views sustainability since the United Nations Framework Convention on Climate Change’s (UNFCCC) Paris Agreement was signed by 195 countries in 2016. The effects of this shift have rippled to companies who are now...
by Jonathan Winch | Jun 23, 2023 | Branding, Strategy
What they are and why we need ’em Ad agency creatives know what it’s like. You’ve come up with a fantastic idea for an ad, a one-liner or an image that, at first glance, seems to nail the brief. Right now, you’re feeling great. Like you can walk on water. Like the...
by Jonathan Winch | Jun 23, 2023 | Account-based marketing, Buyer behavior
Many marketers believe that both the strategies of gaining more customers, increasing market penetration or customer acquisition, and selling more to existing customers, retention or loyalty strategy, are equally good. However, the loyalty strategy is often the chosen...