The part that trips most people up isn't the channel. It's knowing what to actually say in it. We blame attention spans for this. People have the focus of a goldfish, three seconds and they're gone. But that's not really true. You'll sit through a two-hour movie or read a whole book if it's good. So it was never an attention problem. It's a "do I care about what you're telling me" problem.

This episode is about the oldest fix there is, which is storytelling. It's the thing you already do without thinking. When something interesting happens to you, you don't lead with the ending. You go "you're not gonna believe what just happened," and the person leans in. That instinct is the same one your marketing keeps forgetting it has.

Your marketing doesn't have to be about your product at all. Nike isn't selling shoes, they're selling the drea ...