Act I: The mistake of all action, no change Act II: The difference between what happens and why it matters Plot arc Character arc External events Internal evolution What happens What it means Linear Fragmented or circular Transactional Transformational Focus on doing Focus on becoming What we plan What we feel Act III: You are…
Opening the gate. The Fool, not the Hero The Fool’s Journey: a (brand’s) walk through the Major Arcana Case studies: brands that embrace the Fool Oatly: absurdity as strategy Monzo Bank: naïvete as transparency Bereal: anti-curated authenticity Startups in Beta Mode: constant Fools The Fool in your funnel. Surrender as strategy Launching Rebranding Experimenting A…
Why most content is the digital equivalent of wallpaper paste Where the Strange Attractor comes from (and why it works so damn well) A Strange Attractor is when you take something familiar and introduce a unique, unexpected twist – creating a concept that feels fresh yet instantly recognizable. Strange Attractors in marketing (or, what it…