Markets tell stories. They come from consumers, trends, culture, collective whim…
Markets listen to stories. The one’s that really resonate happen organically. Or accidentally.
Markets participate in stories. They embrace story, reframe it, make themselves into characters and participants.
If you are in marketing, it can be easy to focus on the answer being in the data. In the tools. It can feel like measuring reveals certainty.
It can be easy to lean into those tools, and that feeling.
But value is found in the context.
Connection is in the details.
Identification through empathy. When we know who it’s for, and what they need, then we are on to something deeper.
Impulse through the stories.
Data is the view of the market.
Human impulse IS the market.