narratives 

People are made of stories. Our memories are not the impartial accumulation of every second we’ve lived; they’re the narrative that we assembled out of selected moments. Which is why, even when we’ve experienced the same events as other individuals, we never constructed identical narratives: the criteria used for selecting moments were different

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i am very grateful everyone who came to my talk at fwb fest and those who helped me out with it recently. in some ways this talk took 6 years to put together. the basic theory of "lifestyles," identity, and brands was there by 2016, but i was missing a strong notion of culture