Stop Creating Ads, Start Creating Worlds is the subtitle of our book Storyscaping, and when my co-author Daz and I are out presenting at events across the globe or being interviewed by media, we often hear the question, “How is creating worlds different from creating ads?” This idea of a “world” is much bigger than just […]

One of the more significant shifts we’ve witnessed in marketing today is the move from traditional push-driven, brand-centric views to collaborative efforts to create opportunities where brands and consumers coexist to engage in shared experiences. This industry-altering shift requires a brand’s world to become more sensing and adaptive (and frankly, more cooperative) with today’s consumers […]