What is an arc? Let’s get literal for a second Arcs in the wild. Real examples across media Why brands should use arcs (even in micro-moments) The arc is how we move an idea through resistance. Without resistance, there is no shape. Without shape, there’s no story. What an arc is not What happens when…
Safe storytelling isn’t safe anymore What makes a story stick (and sting)? Who’s doing it right and raw How to raise the stakes in your own stories Tell the story that costs you something
“Fail fast” left out the best part When story holds, confidence follows The midpoint reversal: where the plot actually begins How to fail like a storyteller Brands that story harder What to do next time you fail?
Yes, we’re stealing from the greats Metaphor. Say what you really mean without saying it You’re not tired. You’re in the cocoon phase. Marketing isn’t a funnel. It’s a ritual. You’re not a software tool. You’re a lighthouse. You’re not a productivity course. You’re a scalpel in a world of blunt knives. Enjambment. Break the…
Your brand has a genre Genre, once understood, becomes a shortcut to coherence. It gives your brand tone, shape, rhythm and pace. It becomes the structure behind the storytelling; quiet, but deeply felt. What is a genre, really, and why does it matter for branding? Genre matters because it sets expectations, and expectations shape emotional…
Because conflict is what makes your audience care If the villain is missing, your story feels flat Don’t be the hero, be the weapon What it looks like in the wild Naming your own villain The battle line you’ve been avoiding
You’re not blocked. You’re disconnected. When the cursor blinks but you don’t This isn’t a block. It’s a narrative fracture You can’t write from a script you didn’t choose It’s not that you don’t know what to say. It’s that the rules you’ve been handed weren’t built for your voice. Something is coming. But not…
POV: You think you see clearly. You don’t. TikTok already knows this. Marketing doesn’t. The three POVs of marketing (and why two of them suck) 1st-person (the brand as the protagonist) – BAD 2nd-person (addressing the audience) – SOMETIMES BAD, SOMETIMES BRILLIANT 3rd-person (the storytelling POV) – POWERFUL Reverse engineering POV in your brand messaging POV: You just…
The entrepreneurial misinterpretation (and why it’s necessary) Marketing is subtraction, not addition The Virginia Woolf approach to marketing (and other lessons in ruthless refinement) Killing your darlings in brand storytelling: it’s not about you The boldness of letting go
The decline of personal connection in marketing What makes a great brand love letter? 1. Authenticity: speak from the heart 2. Vulnerability: share the imperfect, not just the perfect 3. Emotional resonance: make them feel something 4. Personalization: make it feel like it’s meant just for them 5. Consistency: a one-time love letter isn’t enough…