What makes stories go viral: origins

How do we create stories powerful enough, moving enough, inspiring enough - and grounded enough - to shift the trajectory of our culture onto a totally new pathway? 

This week's guest, Matt Golding, has spent his entire professional life exploring what makes stories go viral, gaining awards, big contracts and a deep instinct for how to help people see the best in themselves in ways that can shape new narratives. 

Since the early days of the internet, Matt has been breaking rules and breaking new ground. He's a strategist, writer & filmmaker using story to excite people about the possible future that's emerging all around us - that works better for the majority. He believes the stories we share shape the culture we inhabit, and with a background in viral campaigns, he's fascinated with how we can use creativity, heart and humour to shape stories people share - that unlock a more positive future. 

As director of impact and social change studio, Rubber Republic, he was as the forefront of a movement that used shareable content campaigns to engage mass audiences with a better future. Historically, he worked with brands like Disney, eBay, Channel 4, BBC, Fiat and Yorkshire Tea, but since 2019 he has committed only to work with organisations 100% committed to creating a future that functions for all.

He's the founder of ANTIDOTE - a positive storytelling platform sharing stories of collective action by ordinary people that are changing our world for the better. Matt says that it's 'an experiment in reshaping how we find and tell collective action stories to see if we can get them more mainstream traction and appeal, and make them more invitational so we can get more people to be inspired into action.'  Which is as Thrutopian as it gets.

And, on top of all this, he's co-host of the recently launched - and absolutely brilliant - podcast  'Screw This, Let's Try Something Else...' sharing stories of ordinary communities creating extraordinary change. And then finally, on top of all of this, there's a postcode search tool, so you can get involved in transformative things wherever you are (in the UK - though at some point, someone will stretch it worldwide)

In a crazy-making world, join us for a dose of inspiring sanity, creativity and hope.

Links
Antidote https://www.antidotelive.studio/

Podcast https://podcasts.apple.com/gb/podcast/screw-this-lets-try-something-else/id1863391095

Postcode Search Tool (find collective action near you): https://www.antidotelive.studio/near-you

Linkedin: https://www.linkedin.com/in/mattgolding/

Substack: https://mattgolding.substack.com/

Rubber Republic https://www.rubberrepublic.com/

—About Accidental Gods—

We offer three strands all rooted in the same soil, drawing from the same river: Accidental Gods, Dreaming Awake and the Thrutopia Writing Masterclass

Our next Open Gathering offered as part of our Accidental Gods Programme is 'FINDING YOUR SOUL'S PURPOSE' which will run on Sunday 22nd March 2026 from 16:00 - 20:00 GMT - details are here. You don't have to be a member of Accidental Gods - but if you are, all Gatherings are half price.

If you'd like to join us at Accidental Gods, this is the membership where we endeavour to help you to connect fully with the living web of life.
If you'd like to train more deeply in the contemporary shamanic work at Dreaming Awake, you'll find us here.
If you'd like to explore the recordings from our last Thrutopia Writing Masterclass, the details are here

Manda and Louise both offer one-to-one Mentoring Calls.  Manda is fully booked just now, but if you'd like to contact Louise, details are here.