Culture Beats Truth

Dr. Semmelweis had discovered that handwashing before delivering babies saves the lives of mothers and their newborns.

He tried so hard to convince the other doctors to practice handwashing, but he failed to tell a resonating story.

That’s why it took 20 more years before other doctors began adapting a practice which seems inarguably rational today.

Change doesn’t happen by clearly outlining the rational benefit. Change happens when they fall in love with a different version of the future.