Great storytelling is a contradiction. Engaging stories set out to deliberately draw a conflict — a comparison of morality, or of fundamental change, or of good and evil. Of starting at a place where we don’t know how it’s going to turn out. We hug the chaos!
The story of how you met your wife starts with you not knowing if she would eventually become your wife. You had no idea.
As marketers today, we are inundated with reasons to do the opposite of this.
We operate from knowledge; from past experiences. We very often only act when we have the data to support our product, our position, our package, our pricing, our promotion… In fact, we’ve historically scaled our data analysis skills in marketing and we hire outside our company for anything creative. We keep a safe distance from the “creative genius” that can be so compelling, but also so unknown, so chaotic, so tragically wrong. Why is that?