Businesses must be more intentional and think harder and smarter about how they tell their stories in order to keep audiences engaged and coming back to their brands for more. They must think hard about all the ways they can tell real, vulnerable and fascinating stories that transparently share their struggles and triumphs — bringing audiences along for the unfolding.

I used to think the most effective way to show people their belief in disinformation was to first empathize with their position, then counter with my position, using supporting facts and information. But I’ve learned a better way.

When I worked in public relations and marketing at Haberman, I was lucky enough to help represent Organic Valley. At one of our marketing pow-wows, I got to hear George Siemon, the co-op’s humble, warm, practical and smart-as-a-whip CEO (or C-I-E-I-O, as he described himself) present his own version of the food pyramid.