Your brand might not be a hero’s/heroine’s journey. It might be a slow-burn mystery, a cheeky romance, a survival tale… Once you know your genre, everything (voice, visuals, story arc) starts to make sense. Your brand has a genre This might sound strange at first. Genre? Isn’t that a bookshelf decision? A category label slapped…
Your brand has mastered the basics. Now it’s time to dismantle them. Welcome to the lab, where the rules aren’t just bent. They’re reengineered. Welcome to the Lab You don’t stumble in. You choose to enter. The door creaks open not because it’s haunted, but because it’s lived-in. And inside, the light flickers, just once,…
Storytelling is neurological UX. And in complex, high-stakes industries, it may be the only thing your audience can actually process. Let’s talk about your brain (and theirs) We begin, not with messaging, but with the oldest organ in the room: the brain. Yours. Mine. Theirs. The one carrying the weight of unread white papers, three…
Because conflict is what makes your audience care There’s something desperate in the way modern brands cling to the idea of “the twist”, as if surprise alone will save them. Here’s the bait: The twist is overrated.Here’s the catch: Most stories don’t survive without conflict.And here’s the blood-letting truth: If no one’s opposing you, no…
Your brand crossed a threshold. Now the rules don’t apply. I. Prologue: The mirror that refuses to reflect Some mirrors tell the truth. Others tell stories. And some, the oldest ones, the ones tucked in the wrong corners of quiet houses, are doorways. In Through the Looking-Glass, Alice (in Wonderland) does not find herself reflected….
I. So who died and made the hero to center of every story? Once upon a brand… the hero rises. The journey begins. The call to action rings out like a polished CTA button. Every workshop promises to put you in the hero’s seat. Every brand strategist draws the same arc across the whiteboard. But…
You’ve done the things. You’ve read the swipe files. Your copy is clean. Polished. Optimized. And it’s still not cutting through. It’s good, but not dangerous. It converts, but doesn’t haunt. This post is for that moment. When you’re good. But tired. And ready to tear something down. Not frameworks. Not swipeable templates. These are…
There’s a special kind of brain fog that only shows up for people who are deeply good at what they do, but suddenly can’t find the words for it. The fog is real (and it’s not just you) Maybe you’ve been churning out content like a pro for years. You know your audience. You know…
The cursor blinks like it’s mocking you. Your brain is a browser with fifty tabs and zero music playing. Everything you try sounds like it was ghostwritten by LinkedIn in a coma. You’ve done this before. Written the posts, launched the thing. Pulled magic out of half a sentence and a deadline. But lately? Nothing…
Dearest Reader, You find yourself here, drawn in not by accident, but by the seductive pull of story – by the whisper of something intriguing just beyond the page. You are not alone in this. For every soul that has ever been ensnared by the promise of a well-crafted tale, there are countless others who…
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