External narratives need internal consensus. The way there involves asking the right questions of stakeholders and current efforts. A journalism background helps get there quicker.

New brand initiatives or lines of business benefit from messaging and storytelling driven by a consistent voice: Especially when that program is scaled to every Apple Store in the world, or shows up on a partner’s site.

You might need to develop new content capabilities, and show up in a net new way on platforms. The podcast and digital storytelling platform we built at Red Bull Media House might be a good reference point. Or our content collaboration with Apple Music and Today at Apple’s Creative Studios program.