When everything you do is framed by the question ‘Is this product or service worthy of my customer and why?’ it changes everything.

The two most important things we can do are to allow ourselves to be seen AND to really see others. The greatest gift you can give a person is to see who she is and to reflect that back to her. When we help people to be who they want to be, to take back some of the permission they deny themselves, we are doing our best, most meaningful work.

It turns out that there is no way to divorce the demands of the head and the needs of the hands from the longing of the heart.

we forget to think about the story we will ask the customer to believe when the product launches, and so we miss an opportunity to make the product or service better.

Early on in the process, we are so focused on ideation and creation that we forget to think about the story we will ask the customer to believe when the product launches, and so we miss an opportunity to make the product or service better.

Start with a purpose and a small problem, rather than a big idea. Are based on what people do, not what they say they do. Leverage data to get closer to users, customers or fans. Can be more responsive to customers’ behaviours and needs. Tap into consumers’ latent desires. Connect the disconnected. Create value where none existed. Disrupt people’s

As I worked with clients, I kept hitting on this same problem over and over again. They were working hard to bring ideas to market and enlisting my help with the storytelling part after the idea was fully formed; their first focus was almost completely on the idea itself when it should have been on the prospective user or customer. In fact, it

Marketing has gone from this… It turns out that affinity that is earned, not attention that is bought and paid for, is what’s powering business growth now.

Increasingly we buy from companies that reflect the stories we believe about who we are, brands that support the narrative of our lives and values.