The communications landscape is littered with failed attempts to change minds and behavior. We produce many award-winning campaigns that do nothing. That’s because we’re doing it all wrong. There is an overlooked science to the art of narrative. Christopher Graves was recently honored with a Rockefeller Foundation Bellagio Residency for his work in connecting neuroscience, behavioral science and narrative theory for more effective storytelling. Graves, the global chairman of Ogilvy PR, has leveraged the curiosity of his former career (award-winning news executive for two decades) to create a thrilling session that will leave you with a new view of changing minds and effective persuasion.