'head of storytelling' discourse is telling for an industry that thinks creativity can be ̶f̶o̶r̶m̶u̶l̶a̶i̶c̶ democratized thanks to some new hot apps (both on the content creation side, and the consumption side!) same industry that loses its mind over 'the formula of creativity' wrt shortform (I didn't forget everyone losing their mind over rick rubin!) is suddenly seeing the value of long-form, united front, 'storytelling' and I don't think very many folks will be able to deliver, because storytelling is at odds with 'KPIs' and other metrics. if anything we're about to enter a whole weird world of attribution.