I tune my radio

Every athlete that finishes the Comrades marathon receives a medal. But every medal comes with a different narrative of sweat and determination, making each one extremely valuable.

Buy a bottle of wine at a winery. Buy the same one at the local grocery shop. What is the difference between the two? 

The story that you will tell your friends while enjoying it. At the winery, you will get a story to share. The narrative is making the bottle valuable to you.

Bottom line: Go and make the radio to which you want to listen.