In this content playbook session, Find The Red Thread Founder, and former TedX executive prodcuer, Tamsen Webster shares how to build messages people say yes to. No matter your role, you’re often in the business of changing behavior. Often that means you need to change your beliefs first. Or, do you? What if some of the age-old wisdom around driving action actually works against creating real change? By the end of this presentation, you’ll be able to analyze your messages for the “red lights” that lead to “NO”, identify the three key concepts every message needs to get a “YES” (and know how to find them in your own), and tie those concepts to the “green lights” your brand is built on (and connect your audiences more tightly to them, too)