A Conversation with N.D. Wilson: Branding, Storytelling, and Embracing Tension

I reflect on a pivotal moment when I sat down with best-selling author and creative mind, N.D. Wilson, during a conference. What followed was an inspiring conversation about brand building, the importance of tension in storytelling, and how criticism, when applied correctly, can refine both character and work. The unpolished, authentic way in which Nate conveyed these ideas fits perfectly with the ethos of Don’t Be Precious.

Sitting across from N.D. Wilson, in a setting that could have been right out of one of his novels—a mix of chaotic ideas, steady humor, and profound insights—our conversation delved deep into the heart of storytelling. Nate, with his signature wit and precision, started unpacking how he views branding, story, and the often-misunderstood relationship with criticism.

“The most important thing about branding,” Nate said, leaning back thoughtfully, “is reality. Your first step in a brand build is to be the thing—become the thing that’s worth branding. You can’t fake it. You can’t spin it.”

That hit me hard. Here was a guy who had built an entire ethos, not just for himself, but for the Moscow, Idaho, community, a place known for its distinctive voice and unapologetic stance. And according to him, it all started with authenticity. Nate didn’t just talk about creating brands; he embodied them. He built a brand around authenticity that demanded the same from everyone who interacted with it.

He shared how his early involvement in marketing started with Credenda/Agenda, a magazine he managed as a teenager. The publication was about more than just promoting ideas; it was about shaping a community, “injecting a tone that was humorous and joyful,” even in serious conflicts. That tone, he believed, was essential for branding. And for Nate, it wasn’t just about creating an identity; it was about building one that could withstand tension and scrutiny.

What I found fascinating was his perspective on tension, a theme that wove through our entire conversation. Nate argued that “you cannot have branding without story, and you cannot have story without tension.” It wasn’t about creating controversy for the sake of it. It was about embracing conflict because that’s where the essence of story lies. Whether it’s a business, a narrative, or a brand, if there’s no tension, it’s irrelevant.

He described how brands, like Chick-fil-A, built their reputation on consistency and reality. But the moment reality faltered—like a poorly run Chick-fil-A franchise—everything crumbled. “If the reality doesn’t match the brand, it goes away really fast,” he explained. For Nate, maintaining that tension between promise and delivery was crucial for any brand to thrive.

Perhaps one of the most powerful parts of the conversation was when we veered into criticism. Nate’s relationship with criticism was far from typical. “I love all criticism,” he said, without a hint of irony. It wasn’t that he loved hearing people tear down his work, but rather, he saw it as a tool for improvement.

“Criticism is your friend,” he said. “If you are an architect, you need gravity. You need resistance. It’s the only way you can possibly build something strong.” For Nate, criticism wasn’t something to fear or avoid; it was a refining fire. He used it to test whether a story, a brand, or an idea could hold up under pressure. It was criticism that revealed what parts of a project needed more work and what could withstand the scrutiny.

That mindset tied directly into his concept of tension. When criticism comes, it exposes weaknesses, but it also forces you to confront and refine your work. For someone like Nate, who spent his life creating, writing, and building brands, tension wasn’t the enemy—it was the very tool that shaped his success.

Our conversation wasn’t just a back-and-forth of abstract ideas. Nate grounded everything in real-life examples. Whether it was talking about the marketing strategies of Canon Press, the intentional (and unintentional) branding of his father, Doug Wilson, or even the cultural impact of companies like Apple, Nate’s insights consistently returned to the same core message: “Reality matters. And in that reality, you need tension to tell the story.”

As I left the conversation, I couldn’t help but think about my own work. For years, I’d been labeled the wild, disruptive creative—the guy who steps in when the professionals fail. But Nate’s words stuck with me: “You can’t avoid conflict and be a hero. You can’t go through life avoiding tension and still make something of lasting value.” In that moment, it became clear that the very things people criticized me for—being scrappy, unafraid of risk, and willing to get messy—were the strengths that had carried me through decades of creative work. Nate’s approach to branding, criticism, and storytelling wasn’t just insightful; it was a validation of the path I’d been on all along.

So, to wrap this up, my conversation with N.D. Wilson reinforced a central theme of Don’t Be Precious: 

Tension, criticism, and authenticity are not enemies of the creative process—they are essential components. 

You can’t avoid them if you want to create something real, something lasting. As Nate put it, “The most powerful brand is reality.” And that’s a truth worth leaning into, whether you’re building a brand, telling a story, or simply trying to get through the day without being precious.