The Fable DEX

Practical ideas for deciding what your business needs, building it and helping customers choose it. Start with a question you’re working through.

Articles

How more people discover, trust, and choose a business. Search, campaigns, distribution, conversion, and improvement.

Why publishing more cannot fix a weak relationship between useful ideas, the right audience, and a reliable way to reach them.

The purpose behind a search, and why matching the words is not enough to earn attention or trust.

The uncertainty, effort, and interruptions that make a reasonable next step feel harder than it should.

A few recurring themes that help a team decide what to publish and why.

The experience of becoming absorbed in a story strongly enough for it to influence attention, emotion, and belief.

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