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"It’s not logical to think that consumers will ever volunteer to watch or share our marketing, so let’s stop making marketing and instead start telling stories. We need to unshackle ourselves from old formats and embrace an idea that has existed since humans first began communicating."
The only piece that's missing in this post is any discussion about the fundamental dynamic of storytelling: story sharing. It seems the author is still focused on broadcasting stories instead of engaging in swapping stories with customers (i.e. listening to their stories in return).
But one step at a time :) ....
Excellent piece! I love your observations and agree with you - "brands need to engage in swapping stories and listen to their stories in return"