With 30 years of experience in international communications, Roger Darashah has held positions in London, Paris, Barcelona, São Paulo and Mumbai. He was director of operations for the largest public relations firm in India, Adfactors, and deputy general director for Europe and Brazil at Edelman, where he worked as executive vice president of technology and global business and director of international business. Roger also directed the Hotwire workshop in Paris and managed the European programs of Weber Shandwick (London/Grenoble). He loves stories. But he doesn’t create them. He finds them and he believes that they are everywhere. Some questions help him to find narratives, for example: Why do people eat comfort food, while others torture themselves on the treadmill? What makes an employee follow a leader, while another only his/her passion? Why do consumers relate to some brands, and ignore others? For him, it’s rare to find the answer in the “product”. It’s better off looking in novels, films, music, culture, anecdotes, as well as – of course – on data