Alex Hamlin is a partner at the marketing firm 7D8, and the former creative director at Black Diamond. Alex says that he works to create meaning, not content. He joins Drew to discuss: the power of stories; the critical importance of messaging; influencing behavior; honesty; the messenger's credibility; democratizing avalanche information; riding on red days; riding sans beacon; the stories we carry into the backcountry; communicating with a growing and changing population of backcountry users.