Sometimes a good idea isn't enough to change minds or garner support – more important is how you articulate that idea. This is where the science of "framing" comes in. In his talk, Nat Kendall-Taylor breaks down how people make decisions, and how understanding culture and behavioral science can be used to communicate complex issues and shape policy.

Nat Kendall-Taylor is Chief Executive Officer at the FrameWorks Institute. Nat oversees the organization’s pioneering, research-based approach to strategic communications, which uses methods from the social and behavioral sciences to measure how people understand complex socio-political issues and tests ways to reframe them to drive social change. As CEO, he leads a multi-disciplinary team of social scientists and communications practitioners who investigate ways to apply innovative framing research methods to social issues and train nonprofit organizations to put the findings into practice.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx