• Stories are discrete. One essay, one event, one customer experience. Someone might say, “Did you hear the story about Company X doing thing Y?”


• Narratives are made up of all of the stories about a company, which crystallize into what people believe and say about the company as a whole. The narrative around a company is similar to its reputation

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The best thing for a company or project’s narrative is to have a lot of people with credibility to the target audience tell stories with roughly similar positive themes again and again over a long period of time, with new examples of the same positive themes added in. The more authentic and the less coordinated it all seems, the better. When it... See more

I spend 90% of my time thinking about stories and narratives, and like so many other things, narrative formation is getting decentralized. This is my attempt to figure out what’s happening and where it’s heading.Crafting and telling stories is part of what makes humans humans. Stories let us coordinate across time and space. Stories are undeniably... See more

It’s essentially the progressive decentralization of narrative. Create the building blocks, tell the initial story, and then get out of the way. It might feel uncomfortable, and it’s not the right approach for everyone, but in the competition for attention, you’re up against people who are willing to give up control to let the narrative take on a... See more

I think this is why certain NFT projects, even new ones, do well while others flop. Pudgy Penguins, Art Blocks, and Bored Ape Yacht Club have all captured the attention and imagination of communities of people, who in turn tell the projects’ stories, which forms a narrative around the projects that give them staying power. They built worlds in... See more

The thing that people scoff at -- these are just stupid jpegs! -- is the same thing that makes them so rife for narrative building. They’re largely empty vessels into which the community of owners and supporters can pour stories that turn into a narrative.

This is the same reason that so many startups are welcoming more individual investors, particularly those who can help tell their story, onto the cap table. It creates more surface area for more people to tell the company’s story, which lets companies control their own narrative.

What’s new is that today, power lies in sharing the mic.

The big idea was that companies and investors should be able to tell their own stories, directly.