Your story isn’t a brief history of your business.  It is not just a short piece on where you’ve come from or where you are going.  Your story isn’t a compilation of visuals or marketing approaches. Your story isn’t a mission statement or vision, or company values.  None of these are your story,  although all of these are part of your story.

So, what is your story?  Your story is found in how your employees see their work in the company and how they communicate their roles. Your story is reflected in your interaction with customers, with vendors and with partners.  Your story energizes your product and service choices, driving your marketing and design.  Your story is embedded in your presentations, in how assistants write emails or answer the phone; it’s how you present yourself to others.  Your story is the core of your company, informing everything else that happens.  It is the character and heart of your company.  It is what drives you.  Your story is seen and communicated in everything you do.