Nicole Ogoff is the Chief Marketing Officer and a Managing Partner at Story Worldwide in New York, a creative branding agency known for authentic story-making on behalf of its clients. Nicole has built a reputation around her relentless pursuit of effective solutions for her clients which she does by giving enormous attention to details and setting high expectations for both her team and client relationships. Although I highly value intelligence, there are a lot of brilliant people out there, especially in the world of advertising and branding. Finding people like Nicole who are smart and excel at building deep human connections with their teams as well as clients is much rarer to encounter. As much as I’m obsessed with the story-making process and the impact that narratives have on our lives, I’ve found very few ways to measure their effectiveness for a business that uses engaging stories to connect with its audience and customers. Listening to a presentation at the 3% Conference by Nicole and Jacqueline Lieberman, the Managing Director at Story Worldwide, got me excited about sharing their approach with you on this episode. They talked about their process of business story-making and, more importantly, of measuring impact for their clients using an assessment process that I’ve not experienced. One of the insights was the way they use the twelve archetypes of narrative character development to identify a brand’s personality.