We tell stories because we are human. We relate meaning about the ambiguous. As the world becomes increasingly ambiguous, populated with arbitrary Content (e.g. brands, technologies and products) we rely on Context to derive meaning. In the Age of Differentiation, Creative Agencies drove storytelling through the Big Idea (e.g. The “Pepsi Generation”). In the Age of Discovery, the 3 Key Change Agents, not the agencies, control the storytelling.
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