Let's deconstruct storytelling. Sure, you can hire one person to do that job, but that’s just not sustainable. A true brand storyteller is about leadership. It's someone who brings everyone into the fun. Who builds up their team to evolve that story. Who creates a playbook for different types of storytellers, from different disciplines, to add their own chapters. Who sets a creative standard so there's checks and balances. And yes, someone who still loves to get their hands dirty, just like everyone else. Because brands today don't need one storyteller. They need a team full of them. And the best brand storytellers are the ones who lead the way. That's who I am. That's what I do.