This week we’re looking at Ron Ploof’s work on proverbs and storytelling. Our brains automatically simplify complicated messages. The quote, “Play it again, Sam,” for example, isn’t actually what Humphrey Bogart says in Casablanca. For these messages, our collective consciousness somehow reduces them to what sounds like a proverb. We'll look at how you can use that to make your message stickier, using the Red Thread.