Love resists quantification. It can’t be placed neatly on a scale or lined up alongside a ruler like freshly caught trout. As marketers, we try. And we should. We have quantifiable challenges. Manufacturing quotas, distribution channels, sales goals. The success of which hinges on how well we understand and nurture the love (or lack-there-of) people have for our brands.

But here’s the rub. How well can the depth of love for your spouse be understood through a series of multiple-choice questions? How easily can your relationship with your daughter be mapped out in a flowchart ready to be dropped into a Powerpoint presentation?

Relationships are a series of stories. They are fluid and ever changing. Ups and downs. Good times and bad. Peppered with moments of fear and hope. They blur the lines between faith and logic. They move people.

The PARAGRAPH Project is in the storytelling business.