Uncertainty is having a moment. Across business and culture, the conditions that once made long-term planning possible are eroding. Markets shift faster than ever before.

Here’s a counter-intuitive idea: Great business to business brands know something essential about story that many B2C brands could benefit from learning. I know. I

The best story in the world won’t help your brand for long if you don’t offer something great that your audience needs. So, am I

One of the difficulties in telling an ongoing story, whether for a brand, a long-running TV series, or movie franchise, is keeping things interesting, relevant,

We’re launching a new thing today that we’re calling Character Campfire stories. For almost 25 years now, we’ve been running Character Camps to help brand

We were helping a brand team work through how to use their story framework on the final day of Character Camp. “Using the conflict is

“If you’re done digesting, it’s time to start thinking about Christmas presents,” Maria announced Friday morning, as I was making coffee. “Again?” I whined. “Already?”

So much has already been said about the Bud Light issue I’d decided I wasn’t going to write about it. But then I was watching

Conflict is an engagement engine. I’m not saying people like conflict. Most don’t. But it does capture and compel our attention. That’s why conflict is

“You’re wrong, Jim,” my friend Jim said as he bit the head off of a Santa-shaped and frosted Christmas cookie. Jim is kind of a

“You’ve noticed what’s going on with Macy’s story?” Sara asked me. You remember Sara. We work together. She does jujitsu. “How they forgot to put

I was on a video conference with a friend from a well-known brand the other day. Let’s call it ShopLand. We were talking about how