Paul Birt

Of course, that's impossible. There's no such thing as a true story. As soon as you start telling a story, making it relevant and interesting to me, hooking it into my worldviews and generating emotions and memories, it ceases to...

Is that your goal? To find the next hot thing? Do you want to buy it, sell it, use it, eat it? In every industry where there's fashion (which is every industry), people spend an enormous amount of time looking...

If you're marketing a bass guitar or an orchid or an electric SUV, why are you concerned with what everyone thinks about it? It seems to me that you should only care about the opinion of those that are actually...