In this episode, we officially kick off our next type, the Investigator. Investigators are an integral part of the storytelling process because they provide the data, research, and facts that help give stories the depth and roots necessary for momentum to be achieved. Though they are anchored in analytics and statistics, which is how they find the truths to their work, they are also logical, innovative, adaptable, calculated, and always in pursuit of truth. One such Investigator that I have learned so much from over the years is David Paull. Combining storytelling and behavioral science, David is the co-founder and CEO of Lillian Labs, a messaging and research consultancy that helps craft, test, and refine stories and content. A few years back, I sat down with David to break down just what his job entails, and why it matters in the context of storytelling, and let me just say, it was such a brilliant and thoughtful way of understanding not just stories as we know them, but why they have the impact they have on a waiting world.