Science is fact. You can’t argue with facts. Therefore we should turn to science to help guide us. Often when we talk about great content people share nothing more than their opinion or belief about why it was a success. It’s this opinion that leads talent astray. The more they articulate their beliefs and share their opinions the more they believe them to be true. Unchallenged these opinions lead to bad habits and breaking them is extremely hard. There is science that can help guide us when we’re trying to build content breaks that connect. When you understand how we as humans act and behave – the science of humans – things start to become a lot easier.