notes:   Andy Goodman is the guru of storytelling for public interest groups.   From his website:   "A goodman is a communications consulting firm that helps public interest groups, foundations and progressive businesses reach more people more effectively."

For more of Goodman's work, see blog post "To change the world, change the story"  and follow the links.

source:    http://www.agoodmanonline.com/pdf/free_range_2012_08.pdf