Have You Tried Retro Storytelling?

Bi-weekly news commentary

Hello friend,

How are you? I hope you’re doing well.

The gist:

As the old saying goes, “when everybody zigs, zag.” It’s a classic approach for going the opposite direction from the common mainstream. You’ll find it in go-to-market differentiation, product innovation, storytelling, and more. The rationale is simple: people’s attention span is shrinking, most of the stuff around us is not breaking our bubble. For sure, all those me-too brands that get lost in the noise. Yet, chances increase that you’d notice when you come across something different or unusual from the rest. It could be a paradigm shift, like the introduction of AI, or simply a U-turn from a popular trend—for example, ditching music streaming for good ol’ vinyl records. Today, I’d like to share an ad that successfully applied this approach and in the process manages to put a mirror showing what we’re losing with the latest tech.

Find out why this is important and how you can apply retro storytelling or nostalgia to your work.