Stories are crucial for shaping what the public believes, and how our politicians act. Therefore, whoever controls the story has the greatest influence on public opinion, political action, and ultimately government policy and laws. The story is therefore the most critical arena where we fight our opponents.
We use our words and actions to tell clear stories where we are the heroes fighting for justice, and the coal and gas corporations are the villains destroying the planet. This is how we “win the story” - telling more compelling stories than our opponents, shaping public opinion, and winning public support.