In the 1990s, an anti-smoking campaign aimed at American teenagers hit a wall. Every campaign before it had tried to scare teenagers about the health consequences of smoking — cancer, lung disease, death. None of it worked. Why? Because teenagers know they are not going to die. They are sixteen. Death is abstract and distant. Fear, for a teenager in the moment, does not compete with what their peers are doing. Then a campaign called Truth found a different angle. Instead of showing teenagers what smoking does to the body, they showed teenagers what the tobacco industry did to them. Tobacco company executives testifying that nicotine was not addictive. Internal memos revealing how the companies had deliberately targeted teenagers as new customers. The campaign's message was not: smoking will kill you. It was: these companies lied to you. They targeted you specifically. You are being used. That message worked. It did not try to frighten teenagers. It made them angry. And anger, as it turned out, was a far more powerful motivator. This is the fifth principle of Made to Stick: Emotional. To move people to act, you need them to feel something — not just to understand something. The Heaths cite the research of Mother Teresa, who said: if I look at the mass I will never act. If I look at the one, I will. Studies confirm this. People who are shown a picture of a single starving child give more money to a charity than people who are shown statistics about millions affected. Statistics numb. Individuals move us. The sixth principle runs alongside emotion: Stories. Researchers found that people who heard a story before going into a persuasive situation were far better prepared than people who simply read a list of instructions. Stories are like flight simulators for the mind — they let us mentally rehearse situations we have not yet faced. Ngozi's pitch for school funding keeps getting politely rejected. She has data: sixty-three students lack access to textbooks. She has a plan: a shared lending library. Polite nods. No action. Then she tells a story: last term, a student named Kemi failed her biology exam. Her teacher later discovered she had been copying notes from memory because she had never seen a textbook in that subject. Kemi was not the only one. Same information. Different response. Statistics show scale. Stories create belief that something should be done — now.