Storytelling 101: The Underdog

We’ve been discussing the importance of articulating the problem before you sell a solution in B2B storytelling. It relies on having a challenge to overcome in order for the audience to appreciate the solution.  So – how do you communicate to a customer who’s unaware that they have a problem?  How do you get them…

The Trouble with Facts

Were you Yanny or Laurel? Unless you’ve been under a rock, you’ve encountered the aural conundrum in the last week or two. (For the record, I was adamantly Laurel, but my kids were firm Yannies) This viral controversy is a metaphor for marketers. What we think are facts really aren’t facts. We have to be careful how we use them.