Female scientist in a laboratory wearing a VR headset interacting with brain projection hologram
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The quiet science of story. How brain chemistry shapes B2B messaging

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Let’s talk about your brain (and theirs) Complexity is the enemy of clarity. And storytelling is the original neurological simplifier. Cognitive load, the hidden conversion killer Story isn’t entertainment in B2B. It’s efficiency. It lowers cognitive load while increasing retention. And in B2B, that’s gold. Story = the original user experience (UX) design Narrative isn’t…

Woman holding a mirror, but who is mirrored appears from behind
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Through the looking-glass. Storytelling beyond the known brand universe

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I. Prologue: The mirror that refuses to reflect II. Mirrorworlds and brand myths. What happens when you become too known III. Refract the light. How to break the mirror without shattering trust IV. Through the Heroine’s mirror. The journey after the journey V. An invitation. Step beyond the mirror

Sewing needle with red thread isolated on white background.
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The Quiet Rebellion. How to tell a brand story without a hero

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I. So who died and made the hero to center of every story? II. Why the hero model doesn’t always work anymore III. The roles that change everything The Mentor The Mirror The Thread The Setting The Ghost IV. The trust you build by stepping aside V. The Quiet Rebellion is already here

The word 'confidential' in red behind a black background with a rip to let the word out.
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7 contraband copy techniques I just made up (but you’ll want to steal immediately)

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1. The Parasite Paragraph You’re not burnt out. You’re grieving the version of you who thought this would feel like freedom. 2. The Forbidden Compliment You didn’t quit. When everything screamed that you should. And no one thanked you for it. So I will. 3. The Cinnamon Roll Hook I wrote this just for you….

Two female hands showing a peace sign and a woman's wide open mouth showing tongue.
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Marketing Mad Libs: the unhinged way to break through your brand’s mental fog

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The fog is real (and it’s not just you) Templates don’t work. Rituals do What exactly is a Marketing Mad Lib, and why might it be the most unexpectedly useful thing you try this month? No one warned me that becoming a [blank] would turn me into a [blank] with opinions about [blank]. Who this…

Netflix promoted Squid Game Season 2 with a real-life scavenger hunt. A textbook example of using mystery marketing.
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Using mystery to build curiosity in your marketing campaigns

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Deliberate withholding or, why mystery works in marketing A mystery-driven campaign, an example Key elements of mystery in marketing Application examples Practical ways to use mystery in your marketing Real-word examples in action Common pitfalls (and how to avoid them) Turning curiosity into engagement

The Mirror Moment and other storytelling elements to boost your brand narrative and marketing
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From invisible to unforgettable. How to use storytelling to elevate your brand

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They’re not necessarily posting more. They’re telling better stories. Why your marketing feels stale (and what to do about it) The power of conflict and resolution in story-driven marketing How to use conflict to build connection Creating a brand story that sticks, a framework The brand storytelling formula From passive content to active connection. Engaging your…