In 2014, a journalist named Shane Snow wrote an article with the headline, "Why Storytelling Will Be the Biggest Business Skill of the Next 5 Years."
Well, five years later, I'm happy to say Shane was right. Very often I find that the difference between success and failure in today's business world is a company's ability to effectively tell its story.
Find Your True Story …
A surprising number of business leaders don't even realize they have a story. Often that's because they're wearing so many different hats, and so focused on solving the problem that's immediately in front of them, that they lose sight of the company's larger story arc as it unfolds.
If you're one of those business leaders and struggling to find your company's story, here's the first thing to understand: We're not talking about making up a story. It has to be true.
That's the whole point.