Human beings have been telling stories for tens of thousands of years. We are hard-wired to respond to a good story, well told. This is just as true whether the story is about yesterday’s mammoth hunt or tomorrow’s product launch. And whether we gather around a fire to see charcoal drawings on a cave wall or in meeting rooms on two continents for a live video conference.

Storytelling is fundamental to the human experience. Key to how we relate to one another. And strong relationships are the foundation of good business.

Every business has a story to tell. But not every business tells its story as well as it could. Some businesses allow their stories to be told by others. Even, in some cases, by their competitors.

Have you ever heard someone in your company say, “Everybody knows that…” That what? That “our product lasts longer,” or “performs better,” or “costs less”? Or “our service is better,” “faster,” “cheaper”? And just who is “everybody” anyway? Most likely “everybody” is really just the people who are buying from you today, rather than the people who could buy from you tomorrow, or might buy from you in the future. Unless you absolutely own 100 percent of the addressable market and truly have no competition, “everybody” really only means “somebody.”

How are people going to decide to buy from you, unless you help them? And how are you going to help them without telling your story?

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