I have been writing narratives for as long as I can walk; or maybe swim. Even as I evolved from serious journalism and magazine editing into brand strategy and commercial directing, the starting point is always narrative writing and an insatiable curiosity about people, places, things. Whether collaborating with brands or artists or working for myself, I am searching for context and tone of voice. This is as true for a stage play as it is for a craft beer can. When it comes to time and attention, every narrative is competing against distraction.