Why are “old words… best of all” when you need to relate to your audience?

I had a lovely tweet from a former client: “2 years later, I’m still finding this useful”, he wrote, underneath a worksheet I’d sent him on how to tell TRUE Stories. You should try, I’d told him, to make your stories Timely, Relatable, Unexpected and Evocative if you want to grab people’s attention. Lately I’ve … More Why are “old words… best of all” when you need to relate to your audience?