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Just Like Being There

Removing Barriers Between Storyteller and Audience By Dante Pannell In the fictional town of Lake Wobegon, “All the men are strong, all the women are good looking, and all the […]

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A Persona That’s More Than Skin Deep

Teen Vogue Went Beyond Demographics to Build a Buyer Persona That Sparked its Renaissance   By Julia Aspen On January 27, 2017, 470,000 people joined The Women’s March on Washington. […]

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Narrow Focus, Broad Impact

By Rachel Fox Anthony Bakker was working as a banker in New York when he answered a help wanted ad: the Nightingale-Bamford School needed someone to implement a computerized system […]

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Under Pressure

Why Smart Decisions Require Story-Driven Precision By Hannah Landers Whether they were calling, texting, or playing snake, if someone had a cell phone in their hands during the late 1990s […]

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Snow Days and Paradigm Shifts

Why Some Crises Pass—And Others Define the Future By Ed Lynes Over 36 hours in early February 1978, New England was buried underneath more than 27 inches of snow in […]

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A Case of Mistaken Identity

No, Every Company Is Not a Tech Company By Hannah Landers What do a coworking space, a dog-walking service, vitamin delivery subscriptions, a ridesharing service, and a fast-casual, salad-slinging restaurant […]

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The Welch Legacy: Rank it, or Yank it?

By Kenly Craighill Jack Welch, the “Manager of the Century”, the “CEO of CEOs”, and General Electric superstar died on Monday, March 1, 2020. After being named the youngest-ever CEO […]

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Prescription: Prioritization

When Brands Confuse Their Priorities Customers Die By Dante Pannell In December 2018, an 85-year-old Florida resident was prescribed an anti-depressant by her doctor, just like millions of Americans each […]

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Don’t Chicken Out

Following Brand Purpose Off the Beaten Path to Fast-Food Success By Hannah Landers The paradigm of American fast-food success is symbolized by the “Golden Arches.” Ubiquitous across large metropolises and […]

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What Happened to Grace from Boston?

By Rachel Fox It’s been decried as everything from sexist and dystopian, to cringe-worthy and tone deaf. When at-home fitness equipment company Peloton released its 2019 holiday ad, it had […]

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