• 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.

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

But as things get more and more abstract, as we move evermore towards a world of abundance, and as more and more of what we do and buy is for things beyond survival -- like social capital, entertainment, and utility -- the ability to weave a good narrative out of a tapestry of little stories is more valuable than it ever has been. How best to do... 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

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.

Corporate essays are kind of like sales, and according to Alex Danco, we’re past sales and on to something better: world building.

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

NFTs have owned the conversation in a small-but-growing niche, and they’ve done it not by telling one, consistent story -- there is no NFT, Inc. -- but by giving people the tools, ownership, and incentives to go tell the million little stories about NFTs that build up to one loud narrative.