Notes
Easier to carry
Good storytelling reduces the distance between what a brand wants to say and what someone can actually hold on to.
Storytelling is the thing that helps people locate themselves inside an idea.
It gives meaning to what they’re seeing.
It creates coherence between the message, the feeling, and the experience.
That’s why I think the best storytelling reduces distance.
It closes the gap between what a brand wants to say and what someone on the other side is actually able to understand, remember, and feel.
When storytelling is weak, even good work can feel distant.
Beautiful, maybe.
Impressive, even.
But hard to enter.
When it’s strong, people know where they are and why it matters.
They orient.
To me, that’s the real job of story:
to make meaning easier to enter,
and easier to carry.
Because if no one can carry it with them, it isn’t really landing.