A Tale of Two Co-Workers

A Cautionary (and Helpful) Fable For Brand Strategists

Once upon a time in a well-lit, overly-decorated office, two coworkers worked to shape its culture.

Coworker One was loud, shiny, and seemed to be everywhere. 

Known for barging into conversations uninvited, repeating a laundry list of their “skills,” and mimicking the quirks of whoever was getting attention that week. 

Their compliments were superficial –– generic, even. It was always “me me me me.” 

And in the rare moments they did ask about you…it was nothing more than a segue into flaunting their own vanity metrics and hollow achievements. 

They copied others’ habits, obsessed over their stats, and tried to be everyone’s best friend. But anyone with eyes could see right through their selfish ruse. 

They really didn’t know anything about you. But they did know exactly when you went to the bathroom –– they’d already factored it into their pitch strategy –– so they could be waiting outside to tell you all about, well, themselves. 

Sadly, they were so obsessed with being liked that being real fell by the wayside. 

And at the end of the day, when the lights dimmed, nobody remembered a thing they said.

Coworker Two? An entirely different beast altogether. 

They were comfortable in their own skin. If you liked them, great. If you didn’t, great. 

Sure, they made honest mistakes. But at least they owned them.

Genuine laughter, fresh ideas, and a sense of belonging surrounded them like a beautiful, mystical aura. 

Sometimes they’d swing big and miss, but when they connected, it changed the atmosphere of the entire office. That kind of bravery is magnetic.

Their presence lingered, and not because they begged for attention, but because they built real connections. They remembered your dog’s name, they asked about your sick dad, and they were genuinely interested in getting to know YOU.

Check out how we tap into deep cultural insights to connect brands with new audiences here.