If 80% of brands disappeared today, it would probably be an unnoticed phenomenon by the Millennials, Z and Alpha generations. Not precisely because for them brand loyalty does not exist, on the contrary, it is because they prefer to consume products and services that move towards the field of the causes for which they fight, to the issues that they are passionate about and, even more, they tend to engage with those that accompany them to leave a legacy. Marcet guides us to identify the bridges between storytelling and storydoing, to remain relevant to more educated and much more demanding audiences.