Mental simulation is not as good as actually doing something. But it's the next best thing. And the right kind of a story is a simulation.
What looks like a people problem is often a situation problem.
The Aha! experience is much more satisfying when it's preceded by the huh experience.
Create a need for closure.
This is the biggest problem in analytics today.
When people know the desired destination, they’re free to improvise, as needed, in arriving there.