A mistake that many businesses make - and the Generation X author doesn't:
"They think of their brand as something separate from how people experience them, when what Douglas Coupland knows is that those two things are completely connected. And your understanding of the narrative of that is more important than anything else, and it gives you the permission to go to different places. At a really basic level, I think from a business perspective, lots of businesses know how to tell the what and the how of what they do, but they don't know the why. The brands and businesses that can answer the question 'Why?' to their customers - and tell that story in an effective way - win."
Jake Chalmers
CEO, Envisioning + Storytelling, Vancouver