Brian spoke for a few moments to open up the conference and I was fiddling with my computer to get ready to take notes, but I remember one really valuable thing: he said “imagine that all the people have their names written down on a sheet, and the column on the left is the good guys, and the column on the right are the bad guys. What happens next? Some of those on the left, who know they are labeled Good, immediately begin to get proud. And some of those on the right, who know they are the bad ones, immediately begin to get humble. So the result is what we call “flipping the script” — turning it sideways. The reality is that the script keeps rotating, and there’s a constant flux and flow of people from the good side to the bad side, so that we can’t be sure who is good and who is not.” (that’s the essence of what he said)