Three ways storytelling paid for itself.

Corporate content marketing is usually judged on whether it looks good. These three were judged on whether they worked: a $250K film that returned over $500K and an aircraft, a half-million-dollar sponsorship unlocked from a network letter, and a department the company had written off turned into a profit center.

There is a common thread. In each case I was handed something with no obvious path, no funding, no network, no internal support, and the job was to build the conditions in which good work could happen, then get out of the way of the people doing it.