Innovation

inEvidence Labs

Insights, ideas and strategies to expand your storytelling horizons.

Spotlight

A large audience of cinematic universe advocates sits in red theatre seats, watching an event or film. Most people are facing forward and appear attentive, while one person is standing and moving along the aisle.

Feb 24, 2026

I Peter Barton

Building a Cinematic Universe for Advocates

Geometric pattern of pale stone steps and arched doorways form an intricate, maze-like design on a stepped well, where sharp shadows enhance the authenticity and symmetry of the structure’s repeating forms.

Feb 23, 2026

I Verity Shuttleworth

From Assumptions to Authenticity

A large group of travellers waits in queue and boards an aeroplane via a stairway on the tarmac, with luggage trolleys and airport staff visible nearby.

Feb 19, 2026

I Peter Barton

The value of experience in the K-shaped economy

A large condenser microphone with a pop filter in front of it stands against a vibrant background that transitions from yellow on the left to green on the right. The microphone, perfect for lessons in storytelling, is held by a flexible metal shock mount on a vertical stand.

Feb 17, 2026

I Faye Lewis

What does real customer advocacy look like?

Two people forming a heart shape with their hands in the foreground, with their faces blurred in the background, outdoors on a sunny day.

Feb 10, 2026

I Alex Fernandes

Finding the Love in Customer Advocacy

A couple stands in a grassy field at sunset, embodying peaceful contentment. As they embrace, the serene scene evokes the kind of trust and connection that strong customer advocacy will inspire by 2026, set against rolling hills and a river backdrop.

Jan 29, 2026

I Robin Hamilton

Customer Advocacy in 2026: Five Shifts That Matter

Yellow letter tiles spelling “TRANSLATION” are arranged in a row on a wooden table, surrounded by part of a laptop, a green smartphone, and a white wireless earbud case—highlighting how easy words can bridge cultural disconnect.

Jan 29, 2026

I Peter Barton

Easy words hide a cultural disconnect

A woman in glasses excitedly raises her arms at her desk in a modern office, celebrating the success of an employee advocacy program. Behind her, coworkers work at desks; a chalkboard wall with charts and doodles is visible. A plant and computer sit on her desk.

Jan 27, 2026

I inEvidence

How to Get Your Company Excited About Advocacy

A tattooed video producer holds a professional camera rig, preparing to film. The bright, mostly white background emphasizes the video production equipment.

Jan 20, 2026

I Rich Moody

A Day in the Life of a Video Producer

A vintage gray typewriter with white keys is centered on a bright yellow background, photographed from above—perfect for content creation or an inspiring B2B case study visual.

Jan 13, 2026

I inEvidence

The #1 Mistake in B2B Case Study Content

Feb 24, 26

I Peter Barton

Building a Cinematic Universe for Advocates

Customer stories needn’t be isolated islands. They can be gateways to a wider world.

Feb 23, 26

I Verity Shuttleworth

From Assumptions to Authenticity

What customer advocacy teams need to know about filming in India

Feb 19, 26

I Peter Barton

The value of experience in the K-shaped economy

As the squeezed middle tries to do more with less, there is a risk that the pursuit of efficiency will damage experience

Feb 17, 26

I Faye Lewis

What does real customer advocacy look like?

There’s no one-size-fits-all approach to advocacy

Feb 10, 26

I Alex Fernandes

Finding the Love in Customer Advocacy

What Valentine’s Day reminds us about trust, constancy and the little things

Jan 29, 26

I Robin Hamilton

Customer Advocacy in 2026: Five Shifts That Matter

AI efficiency meets buyers' longing to trust

Jan 29, 26

I Peter Barton

Easy words hide a cultural disconnect

Finding connection beyond language

Jan 27, 26

I inEvidence

How to Get Your Company Excited About Advocacy

You have a fabulous advocacy program with a lot of potential, so why is there so little internal interest?

Jan 20, 26

I Rich Moody

A Day in the Life of a Video Producer

How we prep for customer shoots

Jan 13, 26

I inEvidence

The #1 Mistake in B2B Case Study Content

Too many amazing customer success stories fail to gain attention and stir excitement in potential clients. Here is how to fix it.

When 1000 Words Is Worth More Than a Picture

Jan 07, 26

I Nick Midgley

When 1000 Words Is Worth More Than a Picture

Case studies are the bread and butter of customer advocacy. Here is why they matter.

Jan 06, 26

I Peter Barton

Cultural Inspiration: Winter 25

Thought-provoking cultural pieces from 2025

Dec 17, 25

I Peter Barton

Custard Creams and Code

The art of simplifying enterprise tech

Dec 16, 25

I Verity Shuttleworth

Do You Really Need a Written and a Video Case Study?

What comes first, the case study or video, and do you need both? Here is our chicken and egg guide to customer stories.

Dec 08, 25

I Alex Fernandes

The 12 Days of Customer Advocacy

A festive riff on the classic carol - minus the birds, plus enhanced CX.

Systems, Curiosity and the Future of Work

Nov 18, 25

I Peter Barton

Systems, Curiosity and the Future of Work

Will AI force us to serve a machine, or free us to expand our playground?

Impact Editor, and the Changing Role of the Content Creator

Oct 21, 25

I Peter Barton

Impact Editor, and the Changing Role of the Content Creator

It is not enough to simply create content, creators must be invested in how that content plays out.

Oct 16, 25

I Verity Shuttleworth

Someone asked me a while ago: “How do you live your life?” It was such a simple question, but a powerful one. Most of us have a sense of the values that guide us, but saying them out loud, really owning them, is something quite different.

Oct 13, 25

I Peter Barton

Slow & Steady not Built for Buzz

Advocacy marketers need a media mindset. Your customers are exciting, high-profile names, and the process of creating their advocacy story is the real marketing gold. Ditch the caution and start giving these stories the promotion they deserve.