Woman choosing to take a light path or a dark path in a forest. Concept of pivots in brand storytelling.
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From plot twist to pivot. When to change the story (and how to tell it mid-flight)

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The myth of the masterplan Whether or not you narrate it. Plot twist vs. pivot. Know the difference Plot twist Pivot Plot twists shock. Pivots resonate. Why brands pivot (and why it often falls apart) How to pivot in public (without losing the plot) 1. Narrate the shift as it happens We’re in a season…

Storytelling in marketing: transforming a Call to Action into a Call to Adventure
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From Call to Action to Call to Adventure. What storytelling teaches us about marketing

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The shift. What is a Call to Adventure in storytelling? CTA vs. Call to Adventure, what’s the difference? CTA Call to Adventure A CTA asks for a response. A Call to Adventure offers a transformation. “Subscribe to our newsletter” “Your brand’s next chapter starts here” “Get 10% off today” “Join a movement that changes the…