This from Bernadette Jiwa, the brilliance behind The Story of Telling. A quick, and excellent, article.

“Every marketer knows he needs to tell his customers a story about what he’s creating—one he hopes will help them buy into his idea or buy his product…. Many businesses devote a disproportionate amount of time trying to woo and please people who will never become their ideal customers.”

Read it in full HERE >


Photo by Nicola Jones