Communication

You never completely believe in the value of what you sell. There’s always a flaw, a gap, a weak link.

We fill this gap with smooth talk, a bit of spin, a marketing sleight of hand. "It's not a bug, it's a feature!"

Over time, this patch solidifies and becomes an integral part of the pitch.

When I lead a "Narrative Strategy" session, we quickly come face to face with this piece of the story that just doesn't fit with the rest.

This is often a point of tension.

Because most people do it very badly.