Attempting to tell a turnaround story too soon often Backfires. There's no risk for a reporter to tell a story that Validates what readers may already believe. You have to play a long game, measured in Months—And sometimes Years— as opposed to days or weeks. Angelina Jolie went from Homewrecker to h...

Narrative gravity is like confirmation bias, “the tendency to search for, interpret, favor, and recall information in a way that confirms one’s beliefs.” But with narratives, it’s less about personal beliefs and more of ...

The theory of gravity says objects attract other objects in the universe using a force that is directly proportional to their masses. The greater an object’s mass, the greater the gravitational forc...

The Law of Narrative Gravity posits that the public and press are drawn to narratives, and the more widely accepted (or massive) a narrative, the more it attracts and shapes the perception of facts.

The story gets pulled towards the popular narrative like a black hole. The prevalent Elon musk narrative is that he’s a genius. But when your narrative is positive, certain facts are forgiven. If you’re not a genius, you’re not a genius. If you’re not a genius, you’re not a genius. If you’re not a g...

When everything you do is being sucked into a narrative black hole, your credibility goes with it. To rebuild trust, you must be clear and comprehensive in your explanation. If your messenger isn’t credible, you have to replace them with someone who is, she says.