In English, “tomorrow” means the next day.

In Arabic, the word bukra literally translates to “tomorrow.” But depending on how you use it, it can also mean “maybe later", which could also possibly mean "no". It’s a polite, flexible tool that helps to preserve harmony in a culture that prizes courtesy over bluntness.

I grew up Italian-Lebanese in Dubai, surrounded by examples of peculiar languages and norms that didn’t always agree with each other. Early on, I learned to listen for meaning (i.e., the narrative), not just words (i.e., the plot). That’s translation at its highest level: the leap not just between languages, but between worldviews. People don’t share one script, and much of what matters (assumptions, values, subtext) is invisible. Understanding that gap, and bridging it, is Chapter One of Great Marketing.

I sharpened this skill studying psychology at Princeton and wearing fancy schmancy marketing titles at Amazon, where I spent nearly a decade translating one plot into many narratives—a single idea, told fifty different ways, for fifty different worldviews (smart folks call it segmentation, targeting & positioning, because marketers can't resist branding common sense).

For years, I thought I would do this at Amazon until my retirement. Enter my own plot twist, where my entire team was quickly laid off with a clinical click. I then had the choice to take another cushy corporate role or to leap into something uncertain of my own making. I chose the latter. Gulp.

Much to the chagrin of my hairline, I started consulting. That’s when I noticed brilliant businesses trapped in a tired marketing binary. Executives had to choose between overstaffed permanent teams burning cash, or clunky agencies churning out work that felt out-of-touch. In that gap, I saw an opening.

And that's how Narrative Twist was born. It’s a simpler, lighter marketing model for right now.

How does it work? I lead a vetted global network of senior marketers with battle scars and hands-on experience. We use A.I. not to think for us, but to clear grunt work (Artificial Intelligence in the service of Actual Intelligence, not the other way around). We drop in when you need us, disappear when you don’t. You get high-value strategy and quality execution minus straitjacket retainers and sprawling overhead.

But efficiency is only half the story. Great marketing also needs gusto. After all, a clever meme can now outrun a Cannes-winning campaign. That’s why our approach keeps both head and heart in the room. We start by understanding people deeply, craft a narrative that feels true, add a twist they didn’t see coming, and repeat with style.

We explain our work like this:

• Your plot is the truth of what you’ve built. The facts, features, and proof.
  
  
• Your audience brings a complex worldview that spans needs, fears, language, and cultural subtext.
  
  
• Our role is to translate your plot into an unexpected narrative that fits your audience's worldview.
  

When we translate well, people don’t just hear facts; they feel meaning. That’s when they notice you, remember you, and take action.

If you’re ready to find your narrative twist, you know where to find us.

— Carlo, Founder/M.D.

P.S. While we appreciate the fine art of “bukra”, we do run our business on the precise English definition of "tomorrow."