Best Story Wins · Collaborative Fund

Stories can squeeze the full potential out of something with less effort.

Trying to explain something difficult with only facts and figures is often dead to the hearer. Part of what made Albert Einstein so talented was his imagination and ability to break complexity down into a simple picture. He considered gravity by imagining bowling balls and billiard balls competing for space on a trampoline surface.

Stories can capture and direct attention.

Steven Spielberg said: "The most amazing thing for me is that every single person who sees a movie brings a whole set of unique experiences. But through careful manipulation and good storytelling, you can get everybody to clap at the same time, to laugh at the same time, and to be afraid at the same time."

Rory Sutherland stated that "It seems likely that the biggest progress in the next 50 years may come not from improvements in technology but in psychology and design thinking. Put simply, it’s easy to achieve massive improvements in perception at a fraction of the cost of equivalent improvements in reality."

Many ideas that have already been discovered could grow so much more if someone just explained them better.