Tension comes from juxtaposing what is, with what could be.
The tension of how it might turn out.
The tension of possibility.
The tension of change.
Stories work because we’re not sure. We’re half there, half not.
This might work.
This might not work.
The tension of maybe.
The reason so few brands actually have a dominating voice in their market is because they focus too much on what they think the consumer wants them to be, instead of having a very clear understanding of who they are in themselves.