Our quotes file

We love these sayings about storytelling and audiences:

Philip Gould:

“A message can be formed in part by opinion polling and the attitudes and values of the electorate, but it must also come from the substance of what you represent: what is true about you as a party.”

Jim Messina:

“It was amusing to see all these polls saying, ‘Oh, Labour’s talking to more people’, and I kept thinking to myself, ‘That’s great, because we are talking to the right people, over and over again.'”

Seth Godin:

“People who are making change took time to understand the mindset of the person before they met them and put a story in the world that resonates enough to start changing that mindset.”

Tony Blair:

“The public needs a leader to …have a concept of their interest that is larger and broader than that of the party.  Put plainly, they want to know that they come first.”

Yuval Noah Harari:

“Money is probably the most successful story ever told because it is the only story everybody believes.”

JB Hartley:

“That which is absent from maps is as much a proper field for enquiry as that which is present.”

Blaise Pascal:

“Eloquence … consists, then, in a correspondence which we seek to establish between the head and the heart of those to whom we speak on the one hand, and, on the other, between the thoughts and the expressions which we employ.  We must put ourselves in the place of those who are to hear us.”

Abraham Lincoln:

“You may please all of the people some of the time, you may even please some of the people all of the time, but you can’t please all of the people all of the time.”


“What do you make of this? A farmer planted seed. As he scattered the seed, some of it fell on the road, and birds ate it. Some fell in the gravel; it sprouted quickly but didn’t put down roots, so when the sun came up it withered just as quickly. Some fell in the weeds; as it came up, it was strangled by the weeds. Some fell on good earth, and produced a harvest beyond his wildest dreams.”