Insight

Can a new approach to storytelling bring about the deep changes that we need to address the metacrisis? In this paper, written by Ministory’s director Kieran O’Brien, an entirely new paradigm is proposed for social and cultural change, and it all has to do with metanarratives.  For those of us who have been working in […]

What insights can a Master Storytelling approach to fundraising offer organisations working for positive change on social or environmental issues? How can new insights into motivation and values theory help us to drive powerful fundraising propositions that lead to long-term engagement? Fundraising is never a simple task. It takes insight, knowledge and expertise into human motivation

The marketing paradigm is one of the most insidious and dangerous paradigms there is, creating so much harm not only to the natural world but also to the human family and the wellbeing of future generations. So why do we draw from the same paradigm that has caused so much harm to our world in

Whether it is 90% or 96% of our thinking is unconscious, depending on who you ask and how you measure it, the more important matter is not the number, but the fact that most of our thinking happens below the surface of our attention.  It seems such a simple and yet revealing insight that most

Motivation matters. If we can’t get motivation right with our audiences, then no matter how much energy and resources we put into our work, the results will always be disappointing. Being able to work with and utilise the higher motivational types can yield incredible results.   There are broadly two different types of motivation, extrinsic and

Master Storytelling is a powerful form of storytelling that works at the implicit level of storytelling, or rather, at the metanarrative level. Stories hold the power to transform societies, shape certain values and drive long-term behavioural change not at the narrative level (emotive storytelling), but rather at the metanarrative level (implicit storytelling). To work with

Storytelling’s true nature seems to allude to us when viewed through our over-rationalistic and technocratic mindsets. But is there something fundamental that we are missing in our understanding of the nature of storytelling, and if so, how can we use this insight to bring about positive changes to the issues that we care about?  Whatever

Understanding how we think, how we make decisions, how we are motivated, how values drive our behaviours, all make up an essential foundation in which should shape every aspect of our work. With new insights on how the brain actually works, offered by polymath Dr Iain McGilchrist, he explores how the two hemispheres of the

The marketing paradigm represents one of the most toxic paradigms that keep us trapped in our lower values, creating the psychological conditions for positive change almost impossible. So why is it that we have seen a significant shift towards the marketing paradigm by charities over the last decade, and what can we do about this?