How industries are being disrupted through stories

Mark Schaefer
4 min readApr 11, 2024

I was recently working with a long-established, traditional US retailer that is being disrupted through stories.

But they didn’t know it.

“This is insane,” the brand manager said in exasperation. “All these new companies have come into our market. They’re selling virtually the same shirts that we are for $70. Our price is $20. How are they getting away…

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Mark Schaefer

Keynote speaker, marketing strategy consultant, Rutgers U faculty and author of 10 books including KNOWN, Marketing Rebellion, and Belonging to the Brand!