Times have changed. The social and cultural context that we thought was good and normal before has changed with time. We have progressed and are continuing progressing as a society.
A story that worked 4 years ago may not be relevant today, while a story that didn’t work back then might resonate with people right now. That’s the difference of time.
When our brand story hasn’t changed much, but is less resonating with people, it might be because the context has changed in the society. Selling business secrets was one of the stories attracted people even when it costed thousands of dollars. The story usually went like this: “if you have learned my secret, you would be able to make a 6-figure income just like me. Sign up here to create your own success!” But when we have learned that there is no secret or shortcut to create our own success but our learned skills, practice and empathy, the other people’s “success” story isn't relevant any more.
Learning to see what’s happening in the society and the metanarrative among the people we seek to serve help us understand how we tell our stories.
This works is also called “truth to the moment”.
