Led By Scent – Where Stories Begin Before Words

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This month in writing:
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One of my latest articles on Fragrantica is about Andreas Wilhelm‘s workshop at ENHALA in Bucharest in March 2026 on storytelling in the perfumery industry.

“We tell ourselves stories in order to live.”- Joan Didion.

I attended Andreas Wilhelm’s workshop at ENHALA in Bucharest in March 2026 on storytelling in the perfumery industry.

This is a fascinating topic for me, as I always ask perfumers and others in the industry: What comes first? The notes or the story?

Until now, Hiram Green, Stephanie Bakouche, Tara Deraskhan, founder of NEH, MR Abdulla Ajmal, CEO of Ajmal Group, and Ștefan Răduț, creative director of Romanian brand Caeleste Parfums, have answered this question…

As an internationally renowned perfumer, Andreas Wilhelm stands for creativity, precision, and reliability when it comes to developing unique fragrance compositions. His expertise goes far beyond classic perfumes: He creates fragrance solutions that elevate brands and products to a new level – from exclusive perfumes and unique room fragrances to artistic scent installations and bespoke fragrance compositions for personal care, detergents, and other categories. – Perfume.Sucks.
Now, it is time for Andreas to tell us more about the stories that breathe before their words come alive.

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Please find the full article below.

Enjoy!

https://www.fragrantica.com/news/Led-By-Scent-Where-Stories-Begin-Before-Words-24858.html

Photos by the author.

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Ce mă enervează

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Trotinetiștii care circulă cu viteză pe pistele pentru biciclete și în parcuri fără să se asigure, printre copii, animale de companie și alte „persoane” care doresc să se relaxeze și să se bucure de puțină liniște și pace.

Am aflat cu stupoare că săptămâna trecută a murit o femeie într-un accident cu trotineta electrică.

Sunt biciclist de la 5 ani. Nu mai țin minte de câte ori am căzut cu bicicleta, încă mai am semne de bună purtare cum se zice în popor. Și din vina mea, și din vina „ecosistemului” …

Totuși, NICIODATĂ nu mi-am pus problema să îmi iau trotinetă electrică.

De ce?

În comparație cu o bicicletă, trotineta este extrem de instabilă. Iar la orice denivelare există posibilitatea unei căzături deoarece e greu să te echilibrezi pe trotinetă. Pe bicicletă e altceva: ai frâne, te echilibrezi cu piciorul sau, în cel mai rău caz, te arunci într-o parte.

Odată, eram în Herăstrău în spatele unor trotinetiști care, fără să se asigure, au schimbat direcția de mers; dacă eu nu eram atentă și nu aveam frâne bune, ne-am fi ciocnit. De atunci, îi evit.

Sunt convinsă că există un marketing foarte bun în favoarea utilizării trotinetelor electrice, dar…

Tocmai citeam următoarele, cu precizarea că și marketingul politic e tot cam la fel:

„Marketingul este atât de puternic în ziua de azi, încât marketerii au un nou tip de responsabilitate: nu doar pentru obținerea de profituri pe termen lung, ci și pentru viabilitatea pe termen lung a piețelor. Nu este nici etic, nici inteligent să faci avere pe seama vieții celorlalți oameni și epuizând în mod inutil resursele noastre comune. Armele nucleare au ucis o mică fracțiune din numărul oamenilor, comparativ cu numărul victimelor produse de marketingul imoral. Este timpul să ne dăm seama că pe Pământ ar putea să nu existe arme mai puternice decât marketingul. ”
– Seth Godin

Storytelling in the legal world: Obsolete or still relevant?

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ENGLISH FOR LAWYERS: Storytelling in the legal world

Today, I’ve been thinking about the role of storytelling in the legal world.

With AI becoming more present in how we write, research, and communicate, it’s easy to focus on speed and efficiency. But in my experience, the real difference still comes from something very human: the ability to explain an idea clearly and make it matter to the person reading or listening.

In legal and business communication, facts are important. Precision is essential. But facts alone do not always connect. People remember stories, structure, and clarity. They remember how something made them feel and whether it helped them understand a complex issue more easily.

That is why I believe storytelling is not just a nice skill to have. It is a practical one.

Whether I am writing, teaching, or working on content strategy, I keep coming back to the same idea: if people cannot follow your message, they cannot value it fully. AI can help us draft faster, but it cannot replace judgment, tone, or a genuine understanding of the audience.

Not storytelling in a dramatic sense, but in the simple, practical sense of helping people understand what’s going on, why it matters, and what they should take away from it.

For me, that’s where the real value is — combining the efficiency of AI with the clarity and judgment that only people can bring.

Because at the end of the day, communication is not just about producing text. It’s about being understood.

Please read more about storytelling in law in our previous pieces:

https://blog.seocopywriting.ro/2026/02/10/english-for-lawyers-great-legal-storytelling-in-famous-cases/

https://blog.seocopywriting.ro/2026/02/17/what-storytelling-techniques-were-employed-by-o-j-simpsons-dream-team/

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New Issue: Legal English Terminology Checker Newsletter April 2026

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START ENGLISH Legal English Terminology Checker: Maritime Law

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START ENGLISH Legal English Terminology Checker

🔷 Maritime law

➡️ Also called “admiralty law” or “the law of admiralty,” the laws and regulations, includ-ing international agreements and treaties, which exclusively govern activities at sea or in any navigable waters. In the United States, federal courts have jurisdiction over maritime law.

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➡️ https://blog.seocopywriting.ro/2025/11/20/curs-de-engleza-juridica-pentru-avocati/

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ENGLISH FOR LAWYERS: Sullivan & Cromwell Apologizes for AI-Generated Errors in Filing

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Elite Wall Street law firm Sullivan & Cromwell apologized to a federal bankruptcy judge after an emergency court filing contained inaccurate citations and other errors produced by artificial intelligence. Partner Andrew Dietderich told Judge Martin Glenn that the firm’s internal AI policies and secondary review process were not followed, and a rival firm, Boies Schiller Flexner, flagged the mistakes. Sullivan & Cromwell filed a corrected motion and said it is evaluating enhancements to training and review protocols. The incident underscores a growing pattern of AI “hallucinations” appearing in legal filings and the operational and ethical risks of unvetted AI usage in high-stakes workflows.

Sullivan & Cromwell notified U.S. Bankruptcy Judge Martin Glenn that an emergency filing in the Prince Global Holdings Chapter 15 case contained inaccurate citations and other errors described as AI “hallucinations.” In an April 18 letter, partner Andrew Dietderich apologized, saying firm policies governing AI use were not followed and the secondary review process failed to catch the fabricated or misquoted authorities. Rival counsel at Boies Schiller Flexner identified the errors, prompting a corrected filing and direct apologies to opposing counsel.

The firm characterized the problem as instances where AI generated non-existent case citations, misquoted authorities, and produced incorrect article titles and numbers. The corrected submission contained a redline showing entire sentences and citation strings replaced or removed.

This is a concrete example of downstream risk when generative models are used as research or drafting assistants without rigorous validation. Legal citations are high-integrity artifacts: a fabricated case citation is not a harmless stylistic error, it is a factual inaccuracy that can mislead courts, trigger sanctions, and damage firm reputation. The incident illustrates two failure modes relevant across industries: model hallucination producing plausible but false strings, and process failure where human reviewers rely on AI outputs without sufficient cross-checks.

Sullivan & Cromwell LLP is an American multinational white shoe law firm headquartered in New York City. It was founded in 1879 by Algernon Sydney Sullivan and William Nelson Cromwell and is currently one of the most profitable law firms in the world.
…………………………….

What do you think? In our legal English course, we maintain that research should be conducted using AI models that include sources which can subsequently be verified.

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START ENGLISH Legal English Terminology Checker: Protocol

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START ENGLISH Legal English Terminology Checker

🔷 Protocol

➡️ Protocols: Agreements less formal than those entitled “treaty” or “convention”.

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New Issue: Articles Of The Week Newsletter 24.04.2026

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💥Articles Of The Week Newsletter

💥We have published our new issue: 💥Articles Of The Week Newsletter

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✨Hi, I am Iulia,
Legal English Trainer | SEO Copywriter | Helping Lawyers Master English for Global Wins | Founder @ Start English | Empowering Global Legal Pros with Badass English & SEO Mastery
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The last issue: https://blog.seocopywriting.ro/2026/04/17/new-issue-articles-of-the-week-newsletter-17-04-2026/.