The document discusses how concepts are formed and stored in the brain's synapses. It states that concepts cannot be changed simply by presenting new facts, as facts must fit into a person's existing conceptual framework in order to be understood and accepted. Otherwise, facts may not be properly processed or may be rejected as irrational. The document emphasizes that neuroscience shows our concepts shape how we think and process new information.

1. quot;Neuroscience tells us that each of the concepts we have ‐‐ the long‐
term concepts that structure how we think ‐‐ is instantiated in the
synapses of the brain… Concepts are not things that can be changed
just by someone telling us a fact. We may be presented with facts,
but for us to make sense of them, they have to fit what is already in
the synapses of the brain. Otherwise, facts go in and then they go
right back out. They are not heard, or they are not accepted as facts,
or they mystify us: Why would anyone have said that? Then we label
the fact as irrational, crazy, or stupid.quot; George Lakoff,
Linguist

2. “What is surface conflict, jagged
peaks of icebergs facing off with
each other, beneath may be
joined when we have eyes to
seequot; Tilden Edwards

3.
“Understand the differences; act
on the commonalities.”
Andrew Masondo

4.
“Give me a place to stand and a
lever long enough and I will
move the world”
Archimedes

5.
The success of non‐profits has more to
do with how they “work outside the
boundaries of their organizations than
with how they manage their own
internal operations”
Heather Grant and Leslie Crutchfield

6. “The secret to [successful
nonprofits] lies in how [they]
mobilize every sector of society,
government, business nonprofits
and the public to be a force for
good.”
Grant and Crutchfield

7.
“Never doubt that a small group
of thoughtful, committed citizens
can change the world; indeed,
it’s the only thing that ever has”
Margaret Mead

8. “Conversation can be recognized as the
principal instrument of change now
that we are beginning to realize that
laws and guns are incapable of altering
mentalities and that change is
superficial if mentalities are not
altered.”
Theodore Zeldin

9.
“Questioning values is the
strategic task of our times.”
Fran Peavey

10. “Behavior change happens mostly by speaking to
people’s feelings… This is true even in
organizations that are very focused on analysis
and quantitative measurement, even among
people who think of themselves as smart in an
MBA sense. In highly successful change efforts,
people find ways to help others see the problems
or solutions in ways that influence emotions, not
just thought.”
John Kotter, Harvard Business School

11.
“Joy is a more powerful
motivator than fear.”
Dr. Dean Ornish

12.
“We cannot solve problems at the
same level at which they are
created”
Albert Einstein