✅ Brand
People root for founders, not features
Audiences don’t bond with companies or product lists — they bond with a person and the reason they started. The piece sorts founders into three archetypes, each with its own emotional payoff: solved their own problem (customers feel understood), spotted what everyone else missed (audiences feel smarter), or imagined a different world (people feel hopeful) — and each implies a different voice, content pillars and success signal. That’s a ready-made lens for merchant storytelling: pick the archetype that genuinely fits, then go specific and vivid where corporate content goes polished and generic.