Framework 07: The Happy, Sad, Glad Story

There's a lot of conversation in the industry around storytelling and the stories that brands can tell. Telling YOUR story is no doubt a critical part of building your brand and engaging with your audience.

But in order to keep "storytelling" a helpful construct and not just an industry buzzword, we need to put some structure around it.

It's important to understand and empathize with the journey customers are going through and how the brand plays a role in THEIR story rather than forcing the customer into the brand's story.