Looks at the goodness of most people, pointing out how many more people there are in the world who would like to help others than would like to hurt them, and even most of those who do bad things can change.

"We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest, or a teacher trying to encourage your students. In For the Culture, Marcus Collins argues that true cultural engagement is the most powerful vehicle for influencing behavior. To effectively engage with communities we first need to think hard about what we will...