Great brands must tell their stories in authentic, honest terms to ensure their success and even their survival. Deep, meaningful engagement with prospects – in the digital world – is the only way to convert folks into trusting customers and even hardcore fans. Most other tactics are becoming obsolete, and that’s a good thing. Being genuine is the long-term formula brands must employ to thrive. And I’m talking about “story” with true conflict and change, executed by someone who’s spent a lifetime developing story so they make it look easy. (It is not.) It’s no coincidence that this in-depth truth-seeking process has been the secret to engineering great plays, novels, and films for millennia. Tolstoy knew story.