as marketers, we like calling ourselves storytellers and creatives. and we are. but our job is also to shape desire. that's why *ways of seeing* still feels so relevant. john berger's big idea was simple: images are never neutral. they're made to influence how we see, what we want and who we think we could become. swap oil paintings for instagram feeds and the psychology hasn't changed much. understanding that makes us better marketers and more thoughtful ones.