Back in November, 2013, I gave a presentation at the University of Oregon titled, VERSUS: Exploring Opposites and Choosing Sides in the Interactive Industry. "Why Substance?" is the root of the presentation, asking the question on a number of levels... why Substance exists as a company, why Substance is the best interactive agency for our clients and prospective clients, why Substance is a great place to work... (This is the first in a series of five posts, taking the presentation and parsing it out in blog format.)

This was my first time at Outdoor Retailer, one of the world's largest and most comprehensive trade shows for outdoor and adventure brands. What I experienced there was overwhelming, inspiring, a bit puzzling, and the desire to purchase a ton of new gear. And I returned to Substance with some thoughts about the experience: the role of brand online for adventure brands, and the brand opportunities for retailer and consumer education.

Our job as an interactive agency isn’t to only tell inspiring stories, just as it isn’t to simply provide information. Our job is to blend inspiration and information to enable people to create their own inspiring stories. It’s not enough to tell the stories that matter. We aspire to more than that. Our job is to tell the stories that matter and drive people to action.