We don’t suffer from a lack of stories. We suffer from a lack of clarity, coherence, and speed.
AI has exploded our ability to produce content, but not to make it matter. As a result, the new bottleneck isn’t writing. It’s human meaning. Your audience is overwhelmed, your team is scattered, and your message risks being filed under “meh.”
What cuts through? A clear story. Fast.
This is where the two guiding principles of Comunicano collide powerfully: Speed to Cool and the Architecture of Identity.
“Cool” isn’t a vibe. It’s the moment when your story clicks. It’s when someone hears what you do and responds with, “That’s brilliant.” It’s when understanding turns into energy, belief, and momentum. Speed to Cool is the ability to get there fast, before the room tunes out.
But speed without structure is noise.
That’s why you also need what long-time Comunicano Narrative Strategy leader, Bill Ryan first created for Yahoo in the ’90s. Our Architecture of Identity. The 8-part framework that helps you define who you are and why you matter. It covers Vision, Mission, Positioning, Relevance, Differentiation, Ecosystem Competency, Team, and Sustainability. These aren’t buzzwords. They’re pressure points for alignment. Internally and externally.
When your narrative is fragmented, you create narrative dissonance, which we call the “silent killer of brands.” Customers don’t get you. Employees don’t repeat the same story. Partners can’t champion you. And AI, as brilliant as it is, can’t fix that. It amplifies whatever story you feed it, whether it’s great or deeply confused.
So the question isn’t, “How do we write more?” It’s, “Do we know what we’re saying, why it matters, and can we say it in a way that spreads?”
You don’t need a viral moment. You need a contagious story.
You don’t need more decks. You need a shared identity.
And you don’t need to sound smart. You need to make people care. Quickly.
Speed to Cool + Architecture of Identity = storytelling that doesn’t just resonate. It converts.
Let’s stop asking, “Is our story interesting?”
Start asking, “Is it clear, credible, and cool—yet?”