Science
Why people trust, remember, and act on certain messages.
This section explores how and why the human brain makes decisions from a neuroscience perspective.
Science
Why people trust, remember, and act on certain messages.
This section explores how and why the human brain makes decisions from a neuroscience perspective.
What is "Science"?
Science examines the research behind how people process information, form trust, and make decisions. The articles in this section draw from psychology, neuroscience, and behavioral research to explain why certain messages resonate while others fail. The focus is on evidence-based insights that help communicators understand how audiences actually listen, decide, and respond.
From a Pile of Bricks to a Place Worth Remembering
Dave Ward on why analytical leaders stop one stage short of the decision and what vulnerability has to do with it. ...more
Architecture ,Science
May 28, 2026•6 min read
How Commencement Speeches Go Viral
Eric Church went viral. Eric Schmidt got booed. Dave Ward explains why and what it means for your next high-stakes room. ...more
Science ,Performance
May 21, 2026•5 min read
The Story You Keep Making Safe Won't Land
This article explains why the most common advice about storytelling — make it broader, make it relatable, take out the personal details — produces the opposite of its intended effect. ...more
Architecture ,Science
May 14, 2026•5 min read
Insights by Topic
Explore our thinking by theme.
Select a topic to see focused articles, ideas, and practical guidance drawn from our work.
Architecture
How complex ideas are structured so others understand what matters.
Science
Why people trust, remember, and act on certain messages.
Performance
How messages are delivered clearly under real conditions.
Results
Turning clear communication into decisions and movement.
These insights are drawn from our client work, workshops, and ongoing research into how people make decisions under pressure.
If you want to see how these ideas are applied in real client work, you can learn more about our services.
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