You’re allowed to change the story. The question is: can your audience follow it? The myth of the masterplan Every brand loves a tidy origin story. It starts with a flash of insight. Maybe a garage or a heartbreak. Some grit, a little grace, and a perfectly timed market need. The narrative rolls out like…
Most brands celebrate the peak. Few ask what comes after. But real loyalty, legacy, and resonance live in the sequel. Not int he climax. In the aftermath. After the (story) arc We’re taught to love a good return. The hard-won resolution. The satisfying full circle. The mountaintop moment where the air is thin and everything…
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….
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