A winding path, symbolizing transformation and inner movement. The scene evokes both journey and choice.
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Beyond the call. The Hero’s Journey as a marketing framework (that still works, sometimes)

ByJohanna

A story is never just about events. It’s about movement through change. That’s what makes it useful in marketing and why we still reach for the hero’s arc, even when it doesn’t quite fit. Every time the Hero’s Journey is declared passé, it stages a comeback. Rebranded. Repurposed. Recast. From origin stories on startup landing…

Block letters spelling out the word "failure" to feature a blog on how to recover from marketing failure with the help of narrative or storytelling.
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Fail fast, story harder. The strategy that makes failure marketable

ByJohanna

If your marketing failed, maybe it wasn’t the idea. Maybe it was the storytelling. “Fail fast” left out the best part We’ve absorbed the Silicon Valley gospel like scripture: Fail fast. Fail often. Learn and move on. The part they forgot to teach us was what to do with all that failure. So, we bury…

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

ByJohanna

There’s a special kind of brain fog that only shows up for people who are deeply good at what they do, but suddenly can’t find the words for it. The fog is real (and it’s not just you) Maybe you’ve been churning out content like a pro for years. You know your audience. You know…