Do you remember a commercial that made you cry? In this week’s episode we dig into the value of emotional storytelling and how businesses can use this tool to shape a powerful, relatable narrative. Nate and Brandon look at how some of their favorite consumer brands, like Patagonia, have successfully applied a human-centered messaging framework—and how B2B service providers, like ServiceNow, ClickUp, Celonis, and Slalom are similarly tapping into emotions to not only drive revenue, but to create a place where people want to work.