Stories, myths, legends, oral histories; these are the fundamental building blocks of human understanding and connection. They form the invisible threads that bring communities together across time and space, imparting identity and wisdom from one generation to the next.

Our beliefs are based on stories, and our identities are woven delicately and intricately from this mythos. Both our individual stories, and the stories we tell ourselves about our communities, our workplaces, our brands, and our world… blend together to make a distinct whole.

These stores shape the LORE, the body of knowledge and traditions which travel from person to person, and culture to culture. LORE forges our belief systems. It creates virality, it shapes our worldviews, it enables our technologies, and it gives us the ability to dream bigger. LORE shapes stories that shape entities—individuals, brands, corporations; even nation-states—into what they are meant to be.

But there is a danger—will we allow these stories to control us? The narratives we inherit can limit our potential, constrain our thinking, and even create monsters.

LORE, the 2025 Future Commerce Print Journal, will explore the limits and freedoms in the power of myth to drive culture and commerce.

Do you write the story, or is the story already written?