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  • Writer's pictureChristopher McHale


Story became a thing.

Marketers morphed into storytellers. The techniques of story became pillars of how we write and think. We were told to be the author of your own story. But I’m not sure in the end that is helpful advice.

In the creative process, the most helpful advice is to find the story, not write the story. Inspiration comes from preparation, not intention. Letting go and accepting the story that comes to you is key to creating new insights that power meaningful connections.

Don’t write the story, live the story. Don’t seek, accept.

It’s one of the reasons I’ve never been a big fan of the hustle culture, the work hard/play hard ethos that so predominates the contemporary work culture.

Patience leads to more meaningful opportunity and surrender creates a more sustainable environment.


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