We learn based on our wiring through narratives. What holds our attention the most is conflict within a narrative. People who want to get things done for noble reasons or selfish reasons, they know that the only way to really do it is to stir up conflict. I think part of what i like about the jacob burns group is that they have this educational programme which is all built on medialiteracy. They really bring a lot of great cinema to their membership in the community. The ones who grow are the ones who are acutely aware of their ability to keep people entertained and engaged.