IN CLEAR FOCUS: Brand strategist John Elbing of Standpoint explains why people don't care about your story, they care about how you fit into theirs. John introduces his "Storybuilding" methodology, a canvas-based approach that helps companies find their foundational story before crafting marketing messages. He breaks down the three stages of encountering a brand—Recognition, Perception, and Projection—and shares how to use AI as a sparring partner to achieve authentic customer-centricity.