Recently, a restaurant known for its rocking-chair-lined entrance, cottage-core apple-cinnamon–scented storefront, and gravy-laden menu just off the interstate learned a hard truth: rebranding can sometimes overwrite the very story that makes you special. That’s why social listening, values-driven design, and a commitment to craft—without losing sight of function or roots—matter so much. People are quick to buy, not because they need your item—because they want to feel like they are part of the story. What’s your story?