Brands have been liberated from the confines of traditional news outlets. Now they can be publishers, too. But if that information isn’t relevant, exciting, and share-worthy, it is a waste of time. Don’t waste time.

We are a people of stories. So it’s no wonder that we are continually drawn to things that are well told. Great stories have the power to create gravity that effortlessly draw people into a brand.

Don’t start with your website. Start with your company and your objectives. Because no one ever says, “Let’s have a really cool business strategy.” That’s foolish. And it’s why we don’t build “cool websites.” We develop digital ways to solve business problems. And last time we checked, cookie cutter, one-size-fits-all solutions never solve anybody’s business problems.