60% of people share a headline without opening the story. These disheartening “blind shares” drive our content ecosystem—and conversations and culture. So, what compels them to share what they haven’t seen? As strategists and storytellers, we must understand what moves our audiences. Blind shares can lead to champions and change agents you wouldn’t have found otherwise. Merrill will map how ideas travel, offering tactics to help you resonate with your audience—and your audience’s audience.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]