Aligning Innovative Product Extensions With Story By Dante Pannell Who could have predicted that a cheese-flavored lip balm wouldn’t completely take over the world? The origin story of Cheetos is […]

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 […]

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. […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]