Building a strategic narrative that a sales team can repeat
A brand story that lives in the marketing department is a cost. One that a salesperson can retell without notes is an asset.
Brand and narrative
Why before what: the Grounding Pen test
A pen with no story is a pen. The same object, with a reason for existing, becomes something a person chooses on purpose.
The 12 archetypes, minus the personality-quiz nonsense
Archetypes are useful because audiences already recognise them. They stop being useful the moment they become a decoration on a slide.
Five arcs, and how to tell which one you're actually in
Most brands claim the Hero's Journey. Most brands are in a different story entirely, and telling the wrong one is why the narrative never lands.
The three chemicals doing your brand's persuasion
Oxytocin, dopamine and cortisol explain why an emotional story is remembered and a rational one is not. They are not a hacking manual.
Why the brain prefers a story to a fact
Stories are not decoration on top of information. They are the format the mind was built to process.
The body believes before the buyer decides
What attention, emotion and memory reveal about the stories that actually sell.
Why Caribbean stories carry differently
Culture in the region is commercial infrastructure, not decoration bolted onto a media plan.
When data becomes a story people can trust
Measurement earns authority when it shows its uncertainty, not when it hides it.