Pull from the heart, don't push from the head: Spreading Stories that Work with Matt Golding of Antidote

About this episode

Matt Golding discusses the power of storytelling in shaping culture and inspiring collective action for a better future.

How do we create stories powerful enough, moving enough, inspiring enough - and grounded enough - to shift the trajectory of our culture onto a totally new pathway? This week's guest, Matt Golding, has spent his entire professional life exploring what makes stories go viral, gaining awards, big contracts and a deep instinct for how to help people see the best in themselves in ways that can shape new narratives. Since the early days of the internet, Matt has been breaking rules and breaking new ground. He's a strategist, writer & filmmaker using story to excite people about the possible future that's emerging all around us - that works better for the majority. He believes the stories we share shape the culture we inhabit, and with a background in viral campaigns, he's fascinated with how we can use creativity, heart and humour to shape stories people share - that unlock a more positive future. As director of impact and social change studio, Rubber Republic, he was as the forefront of a movement that used shareable content campaigns to engage mass audiences with a better future. Historically, he worked with brands like Disney, eBay, Channel 4, BBC, Fiat and Yorkshire Tea, but…

People in this episode

Host: Accidental Gods

Guest: Matt Golding

Topics covered

• storytelling
• culture change
• viral campaigns
• social impact
• collective action

Keywords

• storytelling
• culture
• viral
• social change
• impact

Mentioned in this episode

Organizations: Antidote, Rubber Republic, Disney, eBay, Channel 4, BBC, Fiat, Yorkshire Tea

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