We are also in a world

where marketing is difficult to defend and everybody needs to be ahead of the curve and optimizing.

And that's how storytelling has become a buzzword or like a strategy.

And that's where I think people lose me a little bit because the idea of storytelling as a strategy is like calling breathing a strategy for living.

Like, duh, of course it's part of it.

But if it's a strategy, then it has to be optimized and measured.

And it has to be like continuously improved.

So I guess the next question really is like, what's the difference between like a brand that's not quite getting it right and people actually telling genuine stories? What does that look like?