Lyft, CVS, Costco: when capability is everywhere, values win. Why meaning is becoming the real reason customers choose one brand over another.

Competing on price alone is a race to the bottom. Here's how we repositioned italist—a luxury fashion ecommerce platform—from a savings site to a destination for discovery, growing revenue 5× in five years.

Two weeks ago, I officially launched English Public—narrative strategy for organizations shaping complex public conversations. Some replies were affirmative. Others asked: "Isn't this just marketing and communications with a lofty wrapper?"