Stop Sharing your “story”
A few days ago, I sat down for lunch with a friend. As we caught up, he began telling me about a new organization he’s working with. As a storyteller, he wanted to give me some background, but then he said something that made me pause, “I need you to tell their story.”
He started to elaborate, but I stopped him mid-sentence. “Wait,” I said, “you just told me you need me to tell their story. But they don’t have just one story. They have many. The real question is—which story do they need to tell first?”
The Myth of “The Story”
In the world of marketing and branding, we’re constantly told, “Share your story.” It’s become a mantra. But here’s the truth: your business doesn’t have a single, all-encompassing story. Of course, you might say, “But we do! We have our company history, our founding story, and people need to know about it!” And yes, your origin story is important—if it’s compelling, relevant, and connects to your mission. (Hint: it usually is!)
But that’s just the beginning.
Businesses Are Story Ecosystems
Every business is an ecosystem of stories. Every client interaction, every employee journey, every product launch, every challenge overcome—each is a story waiting to be told. Your company’s history is just one chapter in a much larger book.
• Clients: Each customer has a unique experience. Their transformation, thanks to your product or service, is a story that can inspire others.
• Employees: Your team members have their own paths, motivations, and growth stories. These narratives humanize your brand and attract talent.
• Innovation: Every new product, service, or pivot is a story of creativity, risk, and learning.
• Impact: How your business gives back or supports its community is another powerful narrative.
Why Stories Matter
Relying on a single story limits your brand and your reach. Different audiences connect with different stories. Prospective clients may want to hear about customer success. Potential employees might be inspired by the growth and culture stories. Partners and investors could be interested in your innovation journey.
The most successful brands are those that recognize and share this rich tapestry of stories. They don’t just tell their history—they continually surface and share the stories happening every day.
In a future post I will share about how we take one of those many stories and then focus it down to the “Power of One.”
