I think that the marketing and production department have to work much more closely together. The former needs to be part of the sourcing and development process, so they can really understand all of the tiny and otherwise “unsexy” details that go into making something. And similarly, I think that product people need to be able to communicate really clearly why they’ve made certain decisions and what is interesting/compelling about that. In general, we should be using storytelling to educate and inform and not just relying on traditional marketing that uses feelings of “lack” to sell things. Easier said than done, though! What are your ideas about how to do this better?