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Great Work: How to Make a Difference People Love by David Sturt

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CHAPTER 5TALK TO YOUR OUTER CIRCLE

CONVERSATIONS WITH PEOPLE WE DON’T USUALLY TALK TOLEAD TO IDEAS WE WOULDN’T THINK OF ON OUR OWN.

When you hear the word mosquito, what associations immediately come to mind?

Do you think of words like these: buzz, itch, bite, blood, pest, Deep Woods Off>.

OK. So what if we push the associations out a little bit further? You might possibly think of words like these: jungle, swamp, net, Amazon, West Nile virus.

Now let’s consider for a moment how our brains function. Our thoughts are the result of associations based on past experiences. In this case, we’re talking about things we connect with the word mosquito. The associations aren’t exactly new concepts. They merely demonstrate our brains’ familiar neural pathways ...

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