How Reading Science-Fiction and Fantasy Can Make You a Better Marketer
I’ve been adding more sci-fi and fantasy to my reading rotation in the form of The Stormlight Archive series by Brandon Sanderson, Cixin Liu’s Three-Body Problem and anything written by Stephen King. The more I’ve read, the more I’ve realized it�
I don’t know if it was because my dad let me watch Jurassic Park and Lord of the Rings at a way-to-early age or if it was the hundreds of hours of Power Rangers episodes I consumed as a kid (the Red Ranger is my favorite, btw), but I can’t get enough of all things science fiction and fantasy. Next to business-related content, it’s my favorite.
Sci-fi and fantasy, though, were my first loves and will always have a special place in my heart. I can remember scanning my high school summer reading lists and eagerly circling any of the titles that had a whiff of a whimsically imaginative plot. Nothing personal, Tolstoy, but I’d rather spend my summer contemplating the human-robot revolution than the machinations of the Russian aristocracy.
To this day, I still remember reading Ray Bradbury’s The Martian Chronicles with a sense of awe and wonder. He’d constructed a complete history of Mars and did so masterfully through a series of beautiful vignettes. The ending (which I won’t spoil) left my jaw on the ground and my brain churning like a V10 engine. It was pure martian magic, and it left an indelible mark on my brain.
Recently, I’ve been adding more sci-fi and fantasy to my reading rotation in the form of The Stormlight Archive series by Brandon Sanderson, Cixin Liu’s Three-Body Problem and anything written by Stephen King. At first, I thought it would be a good brain break for the typical business reading. But, the more I’ve read, the more I’ve realized it’s actually made me better at my work. It wasn’t as potent as the spice you’d find on Arrakis, but it opened up my thinking, approach, and craft.
It All Starts with World Building
Hands down, my favorite thing about jumping into a new work of sci-fi and fantasy is exploring the world. I gobble up lore and backstory like a Saturday morning bowl of Fruit Loops. It’s that feeling when you crack open a new sci-fi or fantasy book, and before you know it, you’re knee deep in a world that has its own history, politics, and even languages? (Looking at you, Tolkien, and your 12,000 Elvish dialects) That’s the magic of world-building. Great marketing should feel the same way—like stepping into a fully realized universe.
Think about it: what makes brands like Nike or Starbucks so powerful? They’ve created entire worlds around their products. It’s not just shoes; it’s “Just Do It” and Michael Jordan’s legacy. It’s not just coffee; it’s a lifestyle of pumpkin spice latte season and the red holiday cups each year. Customers don’t just buy products — they buy into the universe.
Take Marvel, for example. Their marketing machine doesn’t just sell movies; it sells a shared universe that has spanned over a decade, multiple platforms, and a cast of characters people have spent meaningful time and shared countless memories with. I’ve seen every Avengers movie with my dad and will continue to do so in perpetuity even if I keep having to explain all the action he’s missed since the last one. Your marketing should aspire to that same level of immersion — make your customers feel like they’re part of something bigger. Make them feel a sense of tradition they can share with others in their life.
Your job is to build a world around your brand. Your campaigns should feel like a series of connected stories, with characters (brand ambassadors or even fictional personas), plot twists (promotions, new product launches), and callbacks (referencing previous campaigns in clever ways). You should aim for what I’ll call Mario Kart marketing — a world where every new turn brings something unexpected, yet it’s so fun and immersive that no one ever wants to leave the game.
The Magic in the Mashups
Whether you’re on the desert planet of Arrakis or mystical Rivendell, all great fantasy and sci-fi stories pack a sense of awe that hooks you in. This is because they take concepts you wouldn’t think belong together and mash it into something unique. Take Brandon Sanderson’s Stormlight Archive (btw, if you haven’t, these are must-read books). It’s not just a high fantasy epic spanning over 4,000 pages — it’s political intrigue, ancient magic systems, and deeply flawed characters all mashed together in a way that somehow makes sense. It’s like the John Wick movies — who knew a story about a guy avenging his dog could turn into a cinematic masterpiece and spawn a franchise, grossing more than $1 billion worldwide?
The same rule applies in marketing. When you mash together different ideas from different industries, you get something fresh and unexpected. Maybe you take the found-footage cinematography style of The Blair Witch Project and apply it to a string of raw, behind-the-scenes social media videos. Think about how authentic and immersive that would feel — your audience would feel like they’re right there in the moment, experiencing the grit and grind of your story firsthand.
Or, what if you flipped the script on your next ad campaign? Instead of using the typical upbeat pop track, imagine layering it with an epic, cinematic score—think Hans Zimmer or John Williams. Suddenly, that everyday product launch feels like a blockbuster movie trailer, turning a simple message into something memorable.
One example particularly close to my heart (and feet) is Nike’s “Breaking2” marathon project. It wasn’t just a sports event — it was a documentary, a scientific experiment, and a pursuit of human speed in a pair of shoes. When you blend different styles, you’re not just creating a campaign — you’re creating an experience that sticks in people’s minds long after they’ve scrolled past it on Instagram.
Playing it safe is unsafe. The true magic — whatever your brand of fantasy — is in the mash-up.
Audience Engagement: Inviting Participation in the Story
Here’s the thing about us sci-fi and fantasy fans — we don’t just sit back and watch; we get involved. Whether it’s dressing up as their favorite characters at Comic-Con or breaking down new trailers like it’s the Zapruder film, we take part in the universe. This is the engagement you want with your brand.
Great marketing doesn’t just tell a story—it invites people to be part of it. Look at Star Wars. The fanbase is so engaged that even decades after the original trilogy, people are still cosplaying, building LEGO sets, and arguing about which film is the best (it’s Empire Strikes Back). Your marketing should have that same pull.
Don’t just sell a product — give people a way to contribute to the story. Whether it’s through user-generated content (like when GoPro gets people to share their insane skydiving or surfing videos) or interactive experiences (think Nike’s running app that turns your morning jog into a competitive game), give your audience a role to play.
This level of engagement builds a community around your brand, and that’s where the real magic happens. It’s like being part of a fanbase that’s not just watching from the sidelines but shaping the story with every click, like, or share. And when your customers feel like they’re part of something bigger, they’re more likely to stick around for the long haul.
Build Your Universe
If you only remember one word of what you read here today, make it this: immersion. It’s not just about selling a product, it’s about building a world that people want to be a part of, a place where your customers can engage, explore, and even help shape the story.
Think about the most beloved franchises — Star Wars, Lord of the Rings, or The Legend of Zelda. These aren’t just stories; they’re experiences that bring people together, inspire creativity, and keep fans coming back for more. Your brand can do the same. By creating a rich universe with memorable characters, blending unexpected ideas to keep things fresh, and inviting your audience to be part of the adventure, you accomplish something so few people actually do: make enjoyable marketing.
So, go ahead, take a page from the worlds of Middle-earth, Tatooine, or Roshar, and start crafting your brand’s epic. Remember: your audience isn’t just watching — they want to be part of the story.
I guess all those nights watching Jurassic Park while eating a Happy Meal paid off after all — even if I still have the occasional nightmare about velociraptors.