The why and the how are more important than the what.

When interviewing a candidate or person as a testimonial on anything, it’s obvious that we have to outline the bare essentials to create context - the who, what and when. However, what is far more important and emotionally compelling is the why.

Why did you feel that way? Why did you feel inspired to do that? When X happened how did you feel? In the future if your son is the next congressman from this state, on the day he’s being sworn in and you’re there watching, how will that make you feel?

Our lives are simply a series of emotional high points that are powerful enough to stand out in a sea of less consequential memories.

Get to those emotional high points, that’s where the humanity and thus the magic is.