Needless to say that this interview is gold, I'd like to share some of my notes: People never buy the product, they buy the story that's attached to it. And not just the story that you’re telling, but rather the story that people are telling themselves about what that thing means to them. ...here's my wedding band, right. Thats just a hunk of metal. If i were to sell it, it would only be sold for scrap gold. Even though its priceless to me personally. Every experience, every object, every relationship is stored in the mind with a story thats attached to it Story is individual. Its concrete and theres a certain specificity to it. Narrative is shared, broader and abstract ...there's a million designers, there's a million creatives, there's a million web developers out there. There's a million of whatever trait of profession you're in, but there's only one that has your story The best way that one demonstrates or reveals a character is not by telling us who this person is, but by showing us through the choices and the actions that they take The most powerful way to unlock x-factor, the only thing that nobody can compete against, is your story. It's like your own unique snowflake
Was stunned and so encouraged to listen to this conversation. I’m actually a former comic book creator/writer/artist turned Creative Director. I made the jump when I realized that branding was just storytelling. This was about 7 years ago when conversations like this weren’t really happening. I ended up standing up an art department at a coffee company a year before it went public in order to teach a group of people how to tell stories with the products. We rebranded the entire coffee line in a few months, as well as apparel and it ended up leading to a market capitalization increase in the tens of millions of dollars going into an IPO. The ONLY way this happened though was because the founder and ceo was someone who understood the power of creativity and allowed the freedom to do this while I had to be left brain right brain and document and build processes around running a creative engine like this. Was a wild hybrid of thinking. Still not 100% convinced I started my own brand from the ground up utilizing nothing but storytelling to define and propel it. That’s chugging a long now too. So on one hand it’s SUPER cool to hear that other people are thinking this way, but I also just wanted to chime in to say, I am the proof of your hypothesis.
This was by far the best episode for me.❤ As a designer, just realizing the weight of centering the core of my business on a narrative is simple yet revolutionary. I'm now even thinking that the concept of perfect work is highly subjective- based on how much people have enrolled into your story by rallying around your narrative. Amazing work as always. Appreciate the dent you're making in the world❤❤❤
Wow Chris this hit home for me… my name is Matt and I’m 23 years old, I was homeless at the age of 13, got on my feet by 18 and started working for corporate companies where I was inspired by my mentors to start my own business ventures. At 20 years old I decided to join the creative industry and leave the service based business I had made for myself in hopes of challenging myself for a bigger purpose. Fast forward to 2023 I have had an internal battle with myself about business and creativity and how my experience in both areas actually made me realise those 2 coexist and are essential to create something sustainable. It’s crazy for me on how this interview confirmed my experience and the path I want to take and share with others. I genuinely want to say I appreciate everything you are doing and I find you to be a huge source of inspiration and I’m upset I I only found out about you and your platform in the past 3 months. THANK YOU!!! THANK YOU!!! THANK YOU!! I’m now motivated to share my story and experience with my audience with great passion and purpose. ♻️
P.S this interview was so damn good I watched it 1 hrs after it was published but it was 3am AEST as I’m from Australia 🇦🇺 and currently rewatching it again the day after!!!
Honestly obsessed with everything you share! I can not consume your teaching fast enough. As a nurse practitioner starting her own business in the coaching world, it is allowing me to tap into my creative side and I love it! Thank you Chris for your work!
Chris, your interviewing skills and ability to ask the right question in the right moment for the audience has improved dramatically over the years. I used to be a lurker, popping in and out when the guest or topic was interesting. Now I watch because you're doing the interviewing.
I love everything he said about conviction 🍁 Freaking perfect. This is probably my first comment too 😅 Chris, I'm from Pasadena - I'm in the Arts of Life, and your teachings have been guided since 2019. I'm proud to have you as a leader 🙏🏾 Thank you and The Futur 🎉
This is the video ive always been looking for. It has been in the back of my mind for the past couple of years but I never got any chance to find someone explains everything so elaborate like this one. Thanks Micheal & Chris!
I truly believe this is one of THE most invaluable pieces of information I’ve encountered about how to succeed in business. As a new entrepreneur in the creative space, I have consumed countless amounts of books and video how to’s in sales, marketing, and skill set. However this is truly gold. It really solidifies that as a small business, YOU are your business, not your product or your skill. If you have a skill / talent and can provide a service / product this is the ticket to entry. Once you open your doors so-to-speak, what makes your business is what YOU as a person can offer your customer to provide value. The intangible is what makes you successful. Thank you both SO MUCH!! I really had a light switch moment today.
For the first time ever, I hear a new thought. This is the best video on brand story telling I have ever watched. And I am a Bschool grad with a branding spec. I learned so many new things. The best part - Michael, you don't see the need to keep it simple. You are detailed, technical and highly analytical about stories. And you share in the same language. I always believe your talent should not be measured by if you can teach it to a middle schooler. Things are not that simple and those who think deeply, know it. I saw a little bit of myself in you. Brilliant video.
I found this channel recently, while looking for guidance on how to build a community, and wow, I’m so impressed. There are so many points that resonate with me about the nature and power of story. I’m one of those data guys you’re referring to, and I’m realizing I need more creatives to make my brand work.
This was a really impressive interview. It’s rare for Chris to interview somebody who is truly on his level and on top of that somebody who is able to challenge and guide him. More interviews like this please :)
As a Landmark graduate myself, you explained integrity really well. and what works and what doesn't is an important element to consider in life and business.
23:28 I'm so glad someone who has a bigger platform is talking about this, because this is something I have talked about for a while now!! If we're to disrupt and innovate we cannot start from what is. That will negatively skew the innovation. We have to start with the big idea and use previous data to propel forward the new direction. This has to be one of my favorite conversation yet!!
@13.46 is where I decided to finally subscribe. I've been watching these videos for some time. But for whatever reason, at this point, I heard Chris do what he did and decided to subscribe. I was thinking to myself, "What in the world is Michael talking about?" Then Chris said, "You're making a pretty important distinction here SO LET ME MAKE SURE I UNDERSTAND IT.." then proceeded to make sure it was clear. I said to myself, "Thank you!!!" I appreciate it!
I rarely comment on videos. I consume a tonne of this type of content, and you are by far the best I’ve seen as bringing experts’ vague advice and context back down to practical application for those on the frontline. Great work, please keep asking these questions and asking for clarity. 🎉
Oh wow, what a conversation! I listened to every sentence twice or even three times because the thoughts were so deep. So far, this is the most useful video I watched on RU-vid, ever. Thank you, Chris and Michael.
Hey Chris I truly enjoyed this conversation and my brain was truly stretched😊 I was thinking about what you are building and thought “The Futur Is Business AND Design” It is now true on the individual level and the corporate level. On the individual level, creatives can no longer run from having business acumen/understanding/comfortability and business people are not only realizing the value of creativity but desiring to express theirs. Thank you so much for sharing this👊🏾 I can see a future with BusinessDesignmen and women
I love how AI is revolutionizing the design industry. As designers begin to grasp the immense potential of AI, the workplace is undergoing significant changes. I experienced this firsthand during my last internship when the entire design department was let go. For me, working under a boss is no longer an option. Instead, I'm dedicating myself to personal growth, and sorta pausing my skills in 3D, AI, and branding-skills that will only become more easy as AI tools continue to advance. Now, my focus is on sales outreach, presentation work, and exploring diverse projects within niche markets. This approach allows me the freedom to take my design studio wherever I see potential. Thanks for the inspiring talk - Checking the book out now.
This really resonated me on SO many levels. I'm an marketing media planner, so a suit in the advertising world. (For those that don't know, I make sure that the right people have the potential to see your ads/ creative). I'm also an aspiring visual artist - painting. I'd like to think I have some insight into both worlds. I am NOT a designer though. I AM however a creative.
Thank you for making this. As a Multimedia designer/ developer I constantly struggle with getting business people to understand the value of creative services and why it is needed for a business to communicate their products/services to an audience. This is very helpful insight on creating stories to resonate with business people.
I have been studying The Futur for about 5 years, and consumed almost all the video you produced by in my conclusion this is by far the most valuable video in my eye ever produced, this is not conventional knowledge this is Wisdom. Thank You
Loved this content and ordering the book!!! Stories and relationships are everything! ….on a separate note, Chicago has the best pizza by far 😂. We have a variety of types as well. Whenever New Yorkers visit they try and agree. 🫶🏽🙌🏾💪🏾
Chris, my dad bought me watch in 2015 it's a normal watch with 3 hands not a smart one and I still use it till today. It had got multiple repairs but I still use it to date and in the future too. That watch is so precious to me because it's a memory of my father. I can't replace it with anyone.
On that note I'd highly recommend to anyone in this forum (if you don't already know about it). Rick Rubin's book - The Creative Act. It spoke to me on a whole other level and can be a great resource for you to teach the harnessing of creativity/ 'the artist' in everyone.
Design is important at IBM, as an IBMer. But it needs to be purposeful to the use case/ business case not just for the sake of design. We value it over here! We have a whole team of storytellers who teach us execs and work with us!
This one hits hard and one of the best value packed podcasts I’ve ever heard!! I can’t thank you enough for this! Michael is legit!! The real deal and superhuman. 😎😎😎
Chris and Michael, thank you so much for simplifying yet abstracting the language between story and narrative. Both of you are powerfully driven to move us in the "futur". May all the forces be with you!!! *Hulk talking with his emotion*😊
I throughly enjoyed listening to this discussion. I'll have to relisten to it, since some went fast and over my head. I'm a web designer with my own creative studio. Currently, I"m in the Accelerator Program, geared toward creatives who want to work on the business side of their endeavor in order to earn more revenue and achieve greater success. My understanding of The Pro Group is that it is the next stage for creatives who have reached a certain level and want to achieve even greater revenue and success. My impression is that The Pro Group seems more informal and flexible than Accelerator, but consistent with its audience and purpose. My goal is to one day become a member of this group to further expand my business. My sense about Brand Lab, at least before I watched this video, was that it is the next stage beyond The Pro Group, aimed at creatives, who have achieved the one million dollar mark. What I learned in this video, however, is that Brand Lab is not limited to creatives, but is also geared toward those those in non-creative businesses as well, who desire to achieve more revenue and success, well beyond the million dollar mark. And the vehicle which will help get them there is reinventing and/or refining their existing brand. So the scope of Brand Lab differs from The Pro Group and Accelerator in two areas: First, its open to any and all businesses, and secondly, it focuses primarily on brand. Currently, I'm taking Made by James, a brand identity course, being offered by The Futur. I'm developing a much greater understanding of and appreciation for the notion of the importance of brand identity for my web business success. I can see how Brand Lab, as a lab, could be a hands-on, real-world extension of James' course, offered to those in ANY business with revenue, meeting the million dollar threshold. As such, if Brand Lab's audience are both non-creatives and creatives, then I'm not sure whether the tag line "Helping left-brainers, think right™" is the best way to frame the Lab, but rather seems too narrow and would alienate part of the creative audience. In fact, why make the distinction at all? This is the point I'm trying to make here. While creatives may more naturally understand brand identity, they will most likely need what the lab offers, in order to step up their business. I'm not sure what tag line might be better suited -- perhaps something that in some way reframes the notion of people''s conventional understanding of the future. Moreover, I can see how Brand Lab could be a means, not only of honing in on people's brand, but also a way in which both creatives and non-creatives could engage in dialog and develop a bridge of greater understanding.
The distinction between narrative and story is gold 😉 Love Michael Margolis’ work around Story and was delighted to discover he was the focus of this interview, the title/subject matter of which is what initially drew me in.
Chris, you empowered creatives to embrace business skills. These creatives became versatile contributors, blending creativity with strategic thinking. To extend your approach to business professionals, it's a chance to highlight the valuable impact of creativity. By sharing success stories of creatives seamlessly integrating both aspects, you can show business people that embracing creativity enhances innovation, problem-solving, and overall success. The past success with creatives serves as a testament to the untapped potential that lies in merging business acumen with creative thinking. I hope this brings you value, you brought so much to me, it’s the least I can do if it helped.
1:19:37 great stream Chris and the guest, at this particular time stamp I just think back to how I was taught design principles in a vacuum (at university) with almost zero connectivity to real life training of negotiating with clients, not enough philosophy! so it's like students being taught to drive with a bit of theory and no vehicle! Thanks Chris hope you become a conglomerate with your teaching and influence these institutions to teach design with business sense in schools!
Chris, you said it yourself: the new story is helping creatives connect to businesses, by showing businesses how to work with creatives. This is the umbrella under which the new story unfolds.
Amazing video! Such great insights by Michael. And the quick and dirty sparring about Brand Lab, and how Michael just works his magic on the spot, was really admirable. Cheers!
This message needs to be clearer! I absolutely fought the urge to input negativity. In the end i touched on it? Why? Because I consider myself to be ideptat understanding. What did it make me do? At 49 mins in i switched to finding out more about Story. Other than that I couldn't help thinking the agonising over what to do with the problem you had with the creative format of established assisting creatives wasn't the biggest problem to mankind. You are however a predominantly huge figure in social and the net. Carry on
Bombastic one. Most of the talk session Chris had a pretty terrified face. But also the overall feeling of inspiration. The anger of Halk part especially resonating to me, that’s how I’m called at home most of the time, almost every day.
Great episode Chris 👌 Loved the distinction of story vs. narrative. It was a great reminder of some advice Lisa Cron shared with us on the podcast about channeling a story’s shared emotion through the protagonist
I think it's a terrible disservice to Michael's brand that his name isn't anywhere in the title or thumbnail, but this was an amazing interview with great insights shared. Thanks so much!
We're polyglingual according to this! Thank you for the apologies! I was deeply "wounded" to take actions. Do-matics (you're r welcome) have been a tremendous factor in living in the connection space of left and right.
Never ceases to amaze me how many current brands are literally de-branding and trying to say “they appeal to everyone”. Eventually vanilla becomes boring.
I made it to the end Chris, but it took me three days 😅Great thought provoking ideas in this. At some points it felt like we got to sit in a consultation meeting Chris booked with Michael and looking at The Futur. I have to ask Chris' audio was muted at 1h12m47s, was that because it was about future plans for The Futur or just an editing mistake?
This was great to listen to about creators doing business and business owners doing creative. I have four websites I've parsed out of my life passions and I'm constantly running back and forth over these boundaries because I do not fit neatly into any of them, yet society seems to need them. So I have to find this interesting dance that allows me to be who I am and ever evolving, while I push forward with my ideas into the world across these sites, in a way the world can hear. I found myself breaking the sites down into "Me", "Them" "Business" and "Everyone." That encompasses my life's work and passions, and what's to come of how my life has made me feel my voice is important here.
I agree with the research spill, Exactly what I observed and I said in grad school during my last class that most research is BS. My professor was also the chair of the department and she looked as if she was going to die from shock then come back through anger and kill me :-) How could her dear student say such a thing. Then I elaborated by saying you know full well that I can't pay you to read some research. And furthermore there are criteria for how to grade or evaluate the quality of research and research journals. Thanks for sharing your positions.
His ideas about stories and narratives are extremely interesting; also his insights on how to build them. His opinion on scientific research is highly questionable (I'm not sure I understand what he means by scientific research). But, hey... that's great! He is controversial and useful. Thanks again The Futur
