I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.

We are always telling stories, whether we realize it or not. We might as well get good at it. Good stories win people over. They provoke and inspire and inflame the human spirit. It’s a tremendous source of power.

Put simply: to highlight the importance of storytelling in work, in life, in all things.A business without a clear story resembles a car without an engine. No matter how much you kick, scream, or turn its crankshaft over, it won’t go anywhere. It’s no more than a dead vehicle sitting (or a dead company walking, for that matter).Like near all things... See more

The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.

We are all engaged in two projects: living life, and telling stories about it. Our lives as lived are often chaotic, jumbled, aimless. They suggest no obvious purpose. Think of William James’s “blooming, buzzing confusion,” or what Joan Didion called “the shifting phantasmagoria which is our actual experience.” We make this chaos workable, as Didio... See more