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 probably means "no". It’s a polite, subtle way 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 in the broadest sense: not just language-to-language, but worldview-to-worldview. People don’t share one script, and much of what matters (assumptions, values, subtext) is invisible. This is Chapter 1 of Great Marketing. 

I sharpened this skill studying psychology at Princeton and wearing fancy marketing titles at Amazon, where I spent nearly a decade translating one plot into many narratives for audiences around the world. Take a football documentary campaign, for example: in London, I spoke to the finance team in the language of ROI and risk, via spreadsheets; in Madrid, I spoke to Spain’s national team captain in the language of legacy and street cred, right there on a pitch.

For years, I thought I would do this at Amazon until my retirement. Enter my own plot twist: my entire team, laid off with a single clinical click. Suddenly, I had a choice: slide into another cushy corporate role or build something of my own. I chose the latter. Gulp.

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

That’s how Narrative Twist was born. It’s a simpler marketing model for right now.

Here's how it works: I lead a vetted global network of senior marketers with battle scars and hands-on experience. We use AI not to think for us, but to clear grunt work. We drop in when you need us, disappear when you don’t. You get high-value strategy and quality execution without straitjacket retainers or messy overhead.

But efficiency is only half the story. Great marketing needs gusto, too. Today, a clever meme can outrun a fancy Cannes-winning campaign. Our method is simple. We understand your audience deeply, we craft a compelling narrative that resonates, we give it a twist, 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—needs, fears, language, and cultural subtext.
  
  
• Our role is to translate your plot into a narrative that fits that worldview so your audience gets it and cares.
  
  

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

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

— Carlo, Founder/M.D. of Narrative Twist

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