Bernadette Jiwa is a storytelling expert, and her website continues to deliver important insights on company and brand, shared through short, easy-to-digest examples from the real world.

Over the past few months, Jiwa has driven home key lessons for brands through stories about bakeries, commercial kitchens and the Golden Gate bridge. Her work also reminds businesses that it’s okay to review, or even break entirely, with how they’ve been viewing their company’s brand and story.

One recent post simply suggests businesses focus more on the groundwork they are laying for their business story today, rather than angling all projects and communications squarely at a future outcome.