'Storytelling' has been a bit of a buzzword in e-commerce for a few years now. And with good reason: it's a very powerful tool. But as stories are so powerful, and hold so much potential for marketers, it’s a huge missed opportunity if we don’t tell our stories properly. Instead of relying on business books, Gastón Tourn turned to Ernest Hemingway's book, 'On Writing', to enhance the storytelling of the brands he has worked with, ranging from YouTube and Emma to Curio. During this session, he will share some top tips that all marketers can learn from one of the world's greatest storytellers.