Everyone seems to want to be a storyteller, but few brands manage to deliver a compelling narrative. It’s a tricky line to walk, balancing authenticity with careful composition and organic stories with on-brand messaging. Often, it’s up to the company’s CMO to come up with the creative vision, to own and tell the story of the brand. The most successful CMOs eschew flashy gimmicks, the storytelling equivalent of cinematic lens flare, and instead focus on bringing a fresh perspective to customers. Not all stories are fiction; some of them are clever truths. Here are 5 pieces of advice from CMOs who know how to get to the heart of a good story.

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