Arash Yomtobian: The Problem with All or Nothing

"Everything is a story. Every belief that we have, every entity or institution is a story that we've told ourselves and each other. And so really identifying ways on how companies that have grown to be so large and successful, how they have taken storytelling and been able to apply it to building out their awareness, consideration and lead generation and conversions, ultimately to have lifetime value of their customers. We're not necessarily selling a product by any means, but we are giving people an opportunity to, what I feel is, be given the same gift I felt like I was given, which was an awareness and a set of values around aligning how I show up in the world and aligning them to the values that I have on a day to day basis." – Arash Yomtobian Most people don't change the way they eat overnight. It usually starts with something small. They see something they can't quite forget. They start wondering where their food comes from. They switch the milk in their coffee, eat a little less meat, or learn something about factory farming that makes it hard to look at dinner in quite the same way again. Arash Yomtobian believes those moments matter. He is the CEO of Mercy for Animals, and after years of working in technology, he thinks a lot about how we reach people, not just the people who already agree with us, but everyone else. Because if we want to change a food system that causes suffering on an almost unimaginable scale, we need a movement big enough to change it. And that means meeting people where they are, telling better stories and moving beyond the idea that you have to be all in before you're welcome. In this conversation. Arash and I talk about what it actually takes to change people and systems. https://mercyforanimals.org/