The Importance of Storytelling

I think your story is going to matter more than ever, because if I'm going into a market that I have zero experience and like smoking, yeah, there you go construction, we have construction going out of my yard right now. So it's top of mind. And this again is an opportunity for storytellers, copywriters, communicators to develop those stories not only for ourselves, but also for our clients. It really is about experimentation and trying things, even the experts are just experimenting and trying things out.