Neon sign that reads "YOU ARE HERE" as a metaphor for positioning
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.
Group of men hugging as a metaphor for a brand relationship
Over the past two decades, emotions have risen in prominence within marketing. No longer was it enough to prioritize features, […]
Faster. Cheaper. Better. It's a triangle that adorns the walls of companies everywhere. But is it right? And can it be better? Or are we destined to sacrifice our souls to it?
826CHI Logo
This holiday, we’re supporting 826CHI in their mission and sharing the gift with our clients and partners. Storytellers will be the leaders of the future. We’re honored to support 826CHI’s efforts to equip Chicago’s youth with the tools they need to lead us.
Redirect by Timothy D. Wilson
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.
Hooked was practically inspiring. It made me feel like I could design an app that was meaningful to people. Eyal’s model and accessible explanations endow the reader with super powers in design. Suddenly, I felt like I understood how to hook people.
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.