WHAT we can learn from the Coldplay affair and Tinman Elite
Despite popular belief: It's not about storytelling its about the the Story teller.
2? Weeks ago the Astronomer CEO went viral for his duck and cover Affair at a Coldplay concert. Now their company is almost a household name, and to captilize on the fame they released a semi viral ad …
anyway. What did I take away from this.
Companies. Teams. Groups. Whatever you call yourself. You need a team captain, a CEO. A leader thats fighting for attention In the “Attention economy.”
You know who knew this: Sam Parsons. Drew Hunter. Tinman Elite.
Sam Parsons Founded tin man elite and made himself the face of the team. He was the quasi team captain. He had a voice, and some talented photographers/videagrophers to help him spread it. and this grew the Tin Man Elite Team into, in my opinion, the most famous running team since, and in my opinion it has surpassed, Oregon Project.
and To prove we should Give Sam his flowers I want to Highlight Two teams:
NN: only hardcore running nerds know about NN. But idk they’re probably the most decorated Team of all time.
Mission Dark Sky: Pour one out… I love This team. They have talented Photographer/Videographers. and very talented runners. But no face. No voice. I mean damn, in the next few days I will probably have more followers than them. (which doesn’t directly translate to voice or communication success but like…)
It’s not about the times. It’s not about the Content. It’s about the Story, AND about the StoryTeller. And Tinman had Sam Parsons.
SO… Why are more running Teams Not Bigger.
See Above.
Everyone talks about storytelling these days.
No one talks about the Story Teller
Ok OK. You know who else really needs to hear this. MODERN COMPANIES. GOVERNMENT. SCHOOLS???
Im going to use the term CEO here but based on who you are you can replace CEO, with team captain, Governor, Mayer, President, Principle. Dean. Any leader.
CEO’s are your lead Story teller.
But Most companies don’t treat it this way.
WAKE UP! WE ARE LIVING IN THE ATTENTION ECONOMY
People follow People. Not logos not slogans.
Trust me im a brand designer. I make a damn good logo. I make beautiful brands. But these days, unless your an already established brand, if there’s not a HUMAN face behind the brand…
*Cough Cough* Mission dark sky
If your CEO isn’t fighting for attention.
Your company may as well be invisible.
Example A Emily Oberg.
The brand Sporty & Rich. (Phenomal designs btw) is Emily. She leads the brand like a badass. And without her they’re just another march company with phenomal designs
Example B Nadya Okamoto. Founder of brands @itsaugust x @periodmovement again that company would not exist without her being the storyteller.
Example C…. I hate this one. Elon Musk. Dude can tweet his stock price to a million. Teslas entire marketing budget could be zero and just take Elon off(or back on) whatever drugs he takes and give him his iPhone and a live stream and 1/3 of the country will love it 2/3 the country will hate it. And everyone will be talking about it.
Counter Example A. Ciele. IM SORRY CIELE I LOVE YOU. But who are you? You payed me for a project once and im forever greatful. But WHO are you. You have 13x as many followers as me on instagram. And my videos get the same # of views as yours*. you have good marketing you really do. You have decent storytelling.
But no storyteller.
People Trust people, not Campaigns
Again, I make marketing campaigns. And pretty good ones
(bay to breakers increased sales by 20% YoY following my plan)
A good example here: my own City of San Francisco.
Wrongfully thought of as a Shithole city.
we Get a new Mayer (political CEO.)
And, love him or hate him. (I feel both) he’s a damn good storyteller. Kinda awkward, but hey good storyteller none the less.
And now our city is more popular. Nothing MAJOR has changed. But we have CEO. a leader. A storyteller. A PERSON. marketing it to to our face.
Not a spokesperson. Not an ad. it doesn’t look AB tested. It doesn’t feel pre planned. Its just a slightly awkward billionaire talking into his phone as he walks down market street.
Your CEO is already living a story. JUST LET THEM TELL IT
if you’re a CEO. Your probably delusional and crazy.
Delusional and Crazy go viral.
you know what the #1 podcast in the world is DIARY OF A CEO….
Idk how to better explain how well this works.
If your CEO is a good storyteller your company will do better
your brand will be stronger
your marketing will actually go viral
More people + your people liking you more = good.
And now my hot take…
IF your CEO isn’t a good storyteller.
FIRE THEM.
OK OK JK. demote them? Cuz they were probably a phenomal to be there. The job discretion has just changed… tough luck
IF your Team Captain isn’t a good storyteller.
get someone on your team who is and make them the team captain. They’re are lots of REALLY good athletes who aren’t making worlds teams. But could build your team. A Culture hire so to speak.
Im dead serious.
Mission Dark Sky.
HOKA NAZ ELITE.
TEAM BOSS
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Till next time,
Zach Litoff
AUG 5. 2025