Storytellers are real.
Not an urban legend.
And when they enter a room -
something shifts.
Some years ago, on a site meeting for an Italian restaurant:
Client. Architects. Engineers. Contractors. Lighting Designers.
All assembled.
The Interior Designer arrived late.
And when he entered the room,
someting changed.
His posture shifted
His voice settled.
His presence sharpened.
He didn't present a concept.
He became Giuseppe.
The imagined owner of a small restaurant in Old Naples.
And he told a story -
in character.
A cart.
Left outside over night.
One wheel missing.
Abandoned.
Most would remove it.
He brought it inside.
Placed is at the centre of the space.
His wife and staff - bemused.
We didn't receive it as a drawing.
We saw it
and because we saw it -
we understood it.
On Credibility
Stories create engagement. But Belief creates action. And belief must be earned.
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