There is a story in every brand. In every product. Granted, not every story is immediately remarkable. As I discussed in ‘Is there Buzz in Boring’, this can be remedied. But even if your story is interesting enough, how do you get it out ? How do you turn a story into a conversation among your target audience and the media to pick up on it ? In short, how.

Recently, I spoke at the annual conference for Mediators. For those not in the know: mediators embrace the notion of settling conflicts by getting everyone to agree on the outcome in a mediated process. Instead of two parties both trying to get the meanest lawyer who will leave the opposing party stripped bare to the bone on the floor. In our ‘dog eat dog’ world, mediation is still a pretty.