It's time we risk marketing damnation and question the holy relic of positioning. Rather than thinking of human beings as need machines, we should think of them as narrative machines. This means understanding the consumer’s life as a series of unfolding stories.
Over the past two decades, emotions have risen in prominence within marketing. No longer was it enough to prioritize features, […]
Wilson demonstrates that people make sense of the world, and themselves, through narratives. In Redirect, Wilson leverages this foundational understanding of human meaning-making to demonstrate how story-editing can be used to improve people’s situations.
Most agencies position the client as a damsel in distress in need of rescue and the agency as the handsome knight riding in on a white horse. Fortunately, you can still be super while allowing your clients to be heroes. You do so by finding a role in your client’s story.