The Science of Storytelling & The Story of Science: Learn about these brothers' marketing magic!
| From the desk of Miles Everson: How are you, everyone? I hope you are all able to rest over the weekend. Let’s begin the day with another empowering narrative from our “Marketing Marvels.” Every Monday, I talk about people with remarkable marketing and business prowess. In this article, allow me to highlight an iconic duo. Continue reading below to learn who we’re referring to! |
The Science of Storytelling & The Story of Science: Learn about these brothers' marketing magic! Picture this: Two people decide to put themselves on camera every day for a year, sharing random thoughts, personal quirks, and unfiltered conversations with the world. No corporate strategy, no massive budget, no expectation of fame. Yes, just two individuals talking directly into the void of the Internet. Fast-forward more than a decade, and what began as a simple online experiment has evolved into a thriving ecosystem of bestselling books, educational platforms, podcasts, live events, and a passionate global fanbase that has raised millions for charity. This isn’t the story of tech founders or celebrity entrepreneurs; it’s the story of two brothers who stumbled into something much bigger than themselves by being authentic, consistent, and relentlessly curious. Welcome to the world of Hank and John Green —creators, educators, authors, and accidental business visionaries!
John is a bestselling author best known for novels like “The Fault in Our Stars,” “Looking for Alaska,” and “Paper Towns.” His stories have resonated with millions, with several adapted into successful films. Beyond fiction, his work on “The Anthropocene Reviewed” podcast and book showcases his ability to blend storytelling with thoughtful reflection on life, culture, and history. Hank, on the other hand, carved his niche in science communication and education. He co-founded hugely popular YouTube channels like “SciShow” and “CrashCourse,” which provide free, high-quality Lesson s on everything from physics to history. He’s also an author of speculative fiction novels, including “An Absolutely Remarkable Thing” and “A Beautifully Foolish Endeavor.” Together, they launched their YouTube channel called Vlogbrothers in 2007 as a year-long project to communicate only through video blogs. What started as a personal challenge turned into Nerdfighteria, a vibrant online community united by curiosity, kindness, and the motto: “Don’t forget to be awesome.” Their Background Hank and John didn’t set out to be entrepreneurs in the traditional sense. John’s background was in literature (he worked as a publishing assistant before his novels took off). Hank had studied biochemistry and worked in web development before pivoting into online media. However, their collaboration—rooted in brotherhood, shared humor, and mutual respect—pushed them into a unique space where entertainment, education, and activism overlap. They didn’t build a company in the boardroom. They built one by experimenting online, learning in public, and bringing people along for the ride! So… what business and marketing Lesson s can we learn from them?
At first glance, Hank and John might seem like “just” creators… but their body of work reveals something far greater: A blueprint for how authenticity, consistency, and purpose can build a brand that’s not just profitable, but also meaningful. They didn’t climb the corporate ladder or follow a conventional path. Instead, they leaned into curiosity, built genuine relationships, and let storytelling guide their strategy. The result? A global movement that blurs the line between education, entertainment, and community! The Final Takeaway The Green brothers remind us that business isn’t just about products or profits but also about people. In a world full of noise, they show us that the brands that thrive are the ones that dare to be authentic, consistent, and purpose-driven. So, always keep these principles in mind as you manage your business and marketing strategies! As Hank and John themselves put it: “Don’t forget to be awesome!” Hope you’ve found this week’s topic interesting and helpful. |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
