The word 'user' is not only majorly overused in all places digital, but it has a very negative association to it. Maybe that's why many of us, the digital folks, try to stay as much as possible away from them and ideally convert them into a number or a fake name and a face. But let's face it, there is no way to build a meaningful connection with people if the goal is not to help them solve their problem. I try not to design for users, I try to help people out through design.
We live in two different worlds at the same time. As the competition between the digital and the real world strengthens, our society constantly faces new issues, neven imagined before. Something is either very backwards or broken. So armed with the eagerness to fix what isn't working, I use digital as a medium to solve real world problems.
Brands are nothing but stories in people's minds. And like people, they are on their own journey to explore possibilities, create something or help out. But a brand needs an audience in order to exist. An audience that can understand it, embrace it and give it's own meaning on of it. And for that, you need a good story told to the right people. At the right time.